Some of our underlying motives include:fn1 ■ Conserve energy ■ Obtain food and water ■ Find love and reproduce ■ Connect and bond with others ■ Win social acceptance and approval ■ Reduce uncertainty ■ Achieve status and prestige A craving is just a specific manifestation of a deeper underlying motive. Your brain did not evolve with a desire to smoke cigarettes or to check Instagram or to play video games. At a deep level, you simply want to reduce uncertainty and relieve anxiety, to win social acceptance and approval, or to achieve status. Look at nearly any product that is habit-forming and
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