Research supports a model of addictive behavior which posits that urges and loss of control are essentially the activation of memories about the addictive behavior and associated emotions, physiological responses and behavioral programs.

Though the memory conception is based on research from the realm of cognitive science and evolutionary biology which is quite technical, the model itself is not particularly complex.

We are habitual creatures and, due to an extremely advanced central nervous system, are equipped to do many quite complex behaviors without wasting a great deal of cognitive capacity.

This is because our memories are stored and configured in such a way that they guide future responses automatically. The result is an incredibly efficient mechanism which can handle vast amounts of information simultaneously. For example, past memories having to do with driving a car have formed stable structures which enable you to, not only get from A to B,, but listen to music, talk on the cellular phone, or plan for a presentation while you drive. Just imagine all of the information which must be active while you are speeding along at 55 mph.

Most of this information is out of your awareness but quite instrumental.

Addictive behavior occurs automatically because information about your addictive habit has been stored as valuable. Alcohol may have been experienced (or merely witnessed) on many occasions as a social enhancer or a mood elevator.

These memories and expectancies about alcohol will be stored accordingly. Given that the information has been stored as valuable (few would deny that social interaction and positive mood are valuable) this memory system will guide future drinking automatically. Stimuli (such as bars, certain moods, certain people) which have, in the past, been associated with drinking will activate this labyrinth of information (expectancies, memories and emotions). The felt experience of this activation is an urge or a craving.

Every time a person gives in to the urge, the network of information is strengthened. Negative consequences are not stored as strongly with the drinking episode, as they typically occur at some time later.