Philip Morris
the Chemistry of Craving
Fields
- Author
- Milkman, H.
- Sunderwirth, S.
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- Named Organization
- Harvard Medical School
- Univ of Aberdeen
- Named Person
- Donegan, H.
- Frosch, W.
- Hughes, J.
- Khentzian, E.J.
- Kosterlitz, H.
- Obrien, C.P.
- Rodin, J.
- Solomon, R.L.
- Request
- Stmn/R1-036
- Stmn/R1-072
- Stmn/R1-073
- Stmn/R4-005
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- Psychology Today
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- 2046398862-8874 Submission of Phillip Morris Usa and the American Tobacco Company to the Drug Abuse Advisory Committee in Connection with Iots Meeting on 940802 Volume 3.01
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Chemistry.
Craving
PERSONALITY, RESEARCHERS REPORT,
DETERMINES HOW YOU WILL SATISFY
YO UR COMPULSI VE NEEDS.
BY HARVEY MILKMAN
AND STANLEt' SUNDERWIRTH
he term addic
tion was once reserved
for dependence on drugs.
Today it is applied to a
range of compulsive
behaviors as disparate as
working too hard and
eating too much choco-
late. The fact is that there are essen-
tial biological, psychological, and so-
cial common denominators between
drug use and other habitual behaviors.
Whether your pleasure is meditation
or mescaline, cocaine or cults, you are
addicted if you cannot control when
you start or stop the activity.
Although it is commonly accepted
that loss of control is a primary fea-
ture in all addictive disturbances,
there is no generally accepted defini-
tion of addiction. We define it as self-
induced changes in neurotransmission
(a type of brain activity) which result
in problem behaviors. This definition
encompasses a multidisciplinary un-
derstanding of compulsive problem
behaviors which involves personal re-
sponsibility (they are self-induced),
biochemical effects (changes in
neurotransmission), and social
reactions.
Neurotransmission is the mecha-
nism by which signals or impulses are
sent from one nerve cell to another.
The more rapid the transmission in
certain pathways of the brain, the
more intense the feeling. Individuals
repeat a behavior (activity or sub-
stance intake) to bring about neuro-
transmission consistent with how they
want to feel. The desired feeling dif-
fers among addicted individuals and
determines the activity or substance
they choose to abuse.
How rapidly neurons fire is deter-
mined by the concentration of mole-
cules known as neurotransmitters
present in the synapse (junction) be-
tween neurons: the more neurotrans-
mitters in the junction, the faster the
rate of firing. Ordinarily, neurotrans-
mitters are pumped back into the pre-
synaptic neuron and stored there. Cer-
tain drugs, however, block this pump
and keep the neurotransmitter mole-
cules in the synapse, where their pres-
ence brings about more rapid neuro-
transmission. This creates the
elevated mood sought by cocaine us- ;
ers, for example.
Why do people become addicts? '
Most researchers in the field--even i
# PSYCNOLOCS' T0D6PiOfTOBER !!fJ

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those who disagree about other mat-
ters of causation and treatment-
agree that low self-regard is a crucial
factor in addiction. Manifest or
masked, it is basic to most dysfunc-
tional lifestyles.
One way of coping with feelings of
worthlessness is to immerse oneself in
mood-altering behavior. Depression,
for example, can be lessened through
exciting activities. Skydivers are un-
likely to experience sadness during the
"rush" of being airborne. Such potent
emotional shifts are related to chemi-
cal alterations in the brain, which the
individual learns to recreate, through
either commodities (drugs or food), or
activity. Workaholics, for example,
find temporary relief from loneliness
or low self-regard in their jobs; over-
eaters find it in chocolate 6clairs.
Although these activities provide a
brief reprieve from conflict, overindul-
gence can lead to progressive physical,
social, or economic deterioration. Har-
vard psychologist Howard Shaffer
calls addiction "a two-edged sword; it
serves as it destroys." Whether the
gratifying behavior is work, gambling,
or chanting, some people lose control
and continue despite the consequen-
ces. Compulsive runners, for example,
may continue jogging despite damage
to their knees, ankles and other parts
of their skeletal systems.
We agree with neuroscientists Nel-
son H. Donegan, Judith Rodin,
Charles P. O'Brien, and Richard L.
Solomon that it is unnecessary to de-
velop a separate set of principles to ex-
plain how people become addicted to
drugs rather than compulsive
behaviors. In addition to noting com-
mon characteristics in the reinforcing
properties of drugs and mood-altering
activities, they observed that both
types of experience produce an initial
feeling of euphoria, followed by a neg-
ative emotional state. This post-eu-
phoric discomfort leads to a repetition
of the rewarding activity.
It is now becoming apparent, howev-
er, that the type of drug used depends
on the user. In a research study at
the Bellevue Hospital Center in New
York, one of the authors (Milkman)
and William A. Frosch found a strik-
ing relationship between personality
and drug of choice. Those who prefer
heroin usually cope with stress
through relaxation and isolation. Am-
phetamine users are likely to confront
a hostile or threatening environment
DDICTION.. A
A
1
SELF-IND UCED
CHANGES IN
NEUROTRANSMISSION
THAT RESULT IN PROBLEM
BEHA VIORS.
with physical or intellectual activity.
Clinical observations of people who
use hallucinogens such as LSD con-
firm that they characteristically rely
on imagery, daydreaming, and altered
thought processes to reduce tension.
These three preferred styles of cop-
ing, which we call "satiation," "arous-
al," and "fantasy," seem to have their
origins in the first years of life. We re-
gard childhood social learning experi-
ences, combined with genetic predispo-
sition, as the precursors to adult
addictions. The drug group of choice-
depressants, stimulants, or hallucino-
gens, respectively-is the one that
best fits the individual's characteristic
way of coping with stress or feelings
of unworthiness. In our view, people
do not become addicted to drugs or
mood-altering activities as such, but
rather to the satiation, arousal, or fan-
tasy experiences that can be achieved
through them.
Addicts whose basic motivation is
satiation, for example, are likely to
binge on food or television-watching
or to choose depressant drugs such as
heroin. Psychologically, they are try-
ing to shut down negative feelings by
reducing stimulation from the internal
or external world. The life of the "sati-
ation" type of addict bears striking
similarity to that of a child during the
first year of li.fe. The mouth and skin
are the primary receptors of experi-
ence, and feelings of well-being are de-
pendent almost completely on food
and warmth.
Edward J. Khantzian and Harvard
Medical School's Shaffer suggest that
depressants provide a pharmacologic
defense against the user's own ag-
gressive drives. Binge eating or exces-
sive television watching may fulfill the
same adaptive role by helping individ-
uals quiet strong hostile impulses. On
a biochemical level, the effect of "sati-
ation" activities may be similar to that
of opiates. The relationship between
opiate ingestion and satiation activi-
ties is suggested by the discovery by
John Hughes and Hans Kosterlitz at
the University of Aberdeen of painkill-
ing molecules called enkephalins that
exist naturally in the brain. Other re-
searchers have shown that
enkephalins and related compounds
called endorphins seem to behave as
opiates in many ways, including the
ability to decrease neurotransmission.
Growing dependence on such
behaviors as overeating and watching
television may be analagous, though
more subtle, versions of opiate
addiction.
While addicts of this kind try to
avoid stimulation and confrontation,
others actively seek it. The behavior
associated with the "arousal" mode of
gratification includes crime, gambling,
risk-taking, and use of stimulant
drugs such as amphetamines or co-
caine. These addicts seek to feel active
and potent in the face of an environ-
ment that they view as overwhelming-
ly dehumanizing. They are often
boastful about their artistic talent, in-
tellectual skill, and sexual or physical
prowess. Their vast expenditures of
mental and physical energy are de-
signed to deny underlying fears of
helplessness. This posture is reminis-
cent of 2- and 3-year-olds coping with
the world of giants in which they live.
Asked, "Who is biggest or toughest?"
they often reply, "I can beat up Dad-
dy." They protect themselves through
the defense of magic denial: "I am
really not helpless and vulnerable; I
am powerful and feared."
Biochemically, risk-taking or other
arousal activities may affect neuro-
transmission in much the same way
stimulant drugs do. And since sus-
tained, self-induced changes in
neurotransmission are resisted by the
body's biochemistry, taking risks or
swallowing amphetamines-actions
which increase neurotransmission-
are counteracted by a decrease in the
level of certain enzymes, protein-like
molecules which help bring about
chemical reactions in the body. This
decrease results in a reduction in the
rate of neurotransmission (and thus
the user's satisfaction) even while the
activity or substance abuse continues
38
P S Y C H 0 L 0 G Y T 0 D A Y i 0 C T 0 B E R t! l J.

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ADDICTIVE STATES
While the brain's limbic system appears to play a major role
in the pleasurable sensations of addiction, the cerebral cor-
tex influences mental content. Its right hemisphere ma-v be
involved in fantasy experiences such as those achieved
at the initial level. Therefore, to
recreate the desired mood, the addict
must increase the level of activity or
drug use, producing a spiral of in-
creasing dependency.
The third type of addict, who uses
fantasy as the preferred way of deal-
ing with the world, favors repetitive
activation of what some researchers
refer to as right-hemisphere thinking.
Thoughts become dreamlike, with rap-
idly shifting imagery and illogical rela-
tions between time and space. This
style of coping often includes preoccu-
pation with day or night dreams, com-
pulsive artistic expression, or various
forms of mystical experience, some-
times expressed as a quest for the
feeling of "oneness" or cosmic unity.
Individuals who rely on this style par-
tially overcome their fears by creating
through LSD or other imagination-oriented activities. The
heightened sense of reality experienced during compulsive
risk-taking or work may be linked to activity in the left
hemisphere.
fantasies in which they are effective
and important. They may travel with
extraterrestrials, encounter the "Grim
Reaper," or have their body entered
by a supernatural entity.
These' addicts favor hallucinogens
such as LSD, mushrooms containing
psilocybin or peyote. Interestingly, the
two basic types of chemical com-
pounds-variations of indole and
phenylethylamine-which are present
in nearly all hallucinogens are also
found in many molecules that occur
naturally in neurotransmitters. For
example, dopamine and norepineph-
rine have the basic phenylethylamine
structure, whereas seretonin has the
indole structure. The fantasy aspects
of some artistic or spiritual activities
may convert the brain's own indole or
phenyiethylamine compounds into hal-
39
lucinogenic variations of the chemicals.
In addition to producing different
patterns of neurotransmission, the
three types of addiction seem to in-
volve different parts of the brain.
Mood shifts appear to be influenced
chiefly by the limbic system, located
near the middle of the brain. This sys-
tem is associated with emotions and
with sexual, feeding, and aggressive
responses. As arousal decreases,
moods may downshift from relaxation Z\Z
to tranquility and finally to a state of n
blissful satiation. Conversely, in- pp,
creases in arousal are accompanied by ~j
changes in experience from ordinary Fp,
alertness through creativity and ulti- p
mately, manic states. ©
While the limbic system appears to Q
play a major role in pleasurable sensa- Q0
tions connected with altered levels of ~
Con4nued an P.,te 44

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tONTEMPORARY
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DRUG
STREET NAMES
EFFECTS
WPCHDRAWAL SYMPTOMS
ADVERSE/OYERDOSE REALTIOyS
NMt7TtC5:
NEl41N N, hoabr+, Apathy, difficulty in eoncen- Anxiety, vomiting, eneezing. Depressed levels of
conadous- ,
1* :am* trition, slowed speech, de- diarrhea, lower back pain, ness, low blood pressure, '
414941, Lxw, creased physical activity, watery eyes, runny nose, rapid heart rate, shallow
v.p drooling, itching, euphoria, yawning, irritability, tremors, breathing, con.utaiona, coma,
aausea panic, chills and sweating, possible death
aamps
MORMIINE Nnpstora ie*t,
ai., first liee,
ord
COOfINE
P13CODAN Puics
OEltlElg'Ol
NETKADOME Msth
SIDAflVE
IIYMlOT1CS:
NEMiUTAI Y.IIow j.dcNs, Impulsiveness, dramatic mood Weakness, resUessness, nwses Confusion,
deae:sed response
qdiews swings, bitarre thoughts, and.omiting, headache, night- to pain, shallow respiration,
tttONAI Itaks suicidal beharior, slurred oarrs, irritability, depression, dilated pupils, weak and
flflNAl Twys speeth, disorientation, slowed stnte anxiety, hallucinations, rapid pulse, coma,
possible
MIDI4NARlRRAI mental and physiul function- seizures, poasible death death
QtlAAIUDES L.des, 714's ing, limited attention span
YA11UM V's
UiRIUM
EQUANII
DRUG
iE]QEDtlNE S*wd Increased confidence, eood Apathy, generat fatigue, pro- Elevated btood pressure,
in-
ekr.tion, senae of energy and {ooaed sleep, depression, dis- Qease in body temperature,
bcaDRINE fP"sf slertnest, decreased appetite, erientation, wicidal thoughts, fue-picking,
suspiciousness,
aasiety, irritability, insomnia, agitated motor actirity, irrita- bizure and repetitious be-
0lSCx'fM fMel, arst.l trtasient drowsiness, delayed bility, bizarre dresms havior, vivid
haHucination,
o.flwotrias atism oonrulsions, posaib{e death
tuNETAA1tNE qaic It..wfies,
RlTA1/N
PRitUDIN
COUlNE t.ic., Wow,
fe.t, snow, 4.iy
STREET NAMES
EFFECTS
WTMDRAw'AL SYMPTOMS
ADYERSE/OYERDOSE REA(TIOtiS
C;o
40
PSYCNOLOGY rODA J' / OCTOBER 1113

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D R U G S 0 F C H 0 1 C E
DRUG
STREET NAMES
EFFECTS
4YPT8DRAWAL SYMPTOMS ADVERSE/OVERDOSE REACTIONS
rALLl1C1MOGf1t5:
LS 0 E{afrieify, ~, Faadnation with ordinary ob- Not reported Namea, chills; increased pulse,
fvser, biofl.r jecfa; heightened esthetic re- temperature, and baood pres-
.4 taiveiof, sponses to coior, tesiure, spa- sore; trembiing; slow deep
wiiite tial arrangements, contours, breathing, losi of appetite, in-
I*Kint tnuaic; vision and depth dis- sosaia, longer, more intense
porpl. `u»is tortion; hear colors, see "trips"; bizsrre, dangerous be-
music; slowing of time; harior possibly kading to in-
heightened sensiti.ity to jM or death
faces, gestures: magnified ~
feelings of love, lust, hate, Cj
joy, anger, pain, terror, de- ~
spair, etc.; paranoia, panic, ~
euphoria, bliss, impairment of ~
short-term mearorv. projection O
of self into drwniike images ©
00
MES(~LJME hryofe buftoem Similar to LSD but more Not reported Rwembie LSD, but more"
(mefvMl ioras) sensual and peraptual; fewer bodily se.ationa, vomiting
ckanges in thought, mood and
seme of self; vomiting
KILOCY><!N Mrsbreemsa, Similar to LS D but more Not reported R,esembre LSD, but kss
siroas, rooms visnal and less intense; more severe
euphoria, fewer panic rear-
tions.
WINAilS:
MwIIJAKA Was& kif, Euphoria, rela:ed inhibitions, Hyperactivity, insomnia, de- Se.ere reactions are
rare, but
NWLSM l.njsi, iept, increased appetite, dis- crea.sed appetite, anxiety include: puiic, paranoia.
fa-
MW OIL P12s,'.t, oriented behavior tigue, binrre and dangerous
o. ~',
fm" behavior
..
,
r~sr k"4r
`MIt, M~y
r1rl, Mf~, }M
MIEMCYCLIDiME 'Q, .p.l iMSt, tr>cres,ed blood pressurc and Not reported Highly variable and possibly
ilos, roekN fwi, heart rite; sweating, nauaea., dose-related: disorientation,
s.perv. asnbnesa, floating sensation, {oos of recent memory, kthar-
pe.ct'iu, dowed rctlcses aftered body fy/ttnpor binrre and violent
mi.~inet iotage; altercd perception of behavior, rigidity and immo-
hsinqwTax, tiae and space; impaired im- bility; ssstnm, staring, hallu-
irst, 6W pizza mediate and reant .e:aory, cinationa and delusions, coma
deaeaaed concentration, pi-
ranoid thoughts and delusions
Adopred fromKoulmon, J. SchoMer. H, and Burgloss. M E. The Clmoco! Assessmenr and Dwgnos+s of
Addiaion IIThe B&ological Bosres-Drugs ond Therr EHeas In Broner, T an
Fonesr. G fEdsl. Currem Treormem of $ubsionce Abuse ond Akoholism New York: MocMillon Publishing Co
1983
41
PSYCHOLOGY TODA Y/ OCTOBER 1!!J

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Coeueued from Pare 39
arousal, the convoluted outer brain
known as the cerebral cortex is an im-
portant determinant of mental con-
tent. Excessive activity in the cortex
of the right hemisphere may help ex
plain the uncontrolled imagery found
in the fantasies of mystics and schizo-
phrenics. Similar cortical activity in
the left hemisphere may be responsi-
ble for the feeling of super-reality indi-
viduals report during such high-risk
activities as rock climbing and skydiv
ing, which require an accurate and log-
ical appraisal of one's options.
Certain brain enzymes may alsc
play a part in the biochemistry of ad-
diction. Changes in the levels of these
proteinlike molecules are the result of
sustained alterations in neuro-
transmission. High or low enzyme lev-
els are experienced by individuals as a
craving for a substance or activity
which will relieve feelings of stress.
In addition, enzymes are formed ac-
cording to individual genetic make-
ups; one of the primary functions of
certain genes is to direct the formation
of particular enzymes. Behavioral ge-
neticist Gerald McClearn of Pennsyl-
vania State University suggests that
the enzyme produced by a given gene
might influence hormones and neuro-
transmitters in a way that contributes
to the development of a personality po-
tentially more susceptible than most
people to external influences such as
peer group pressure. A genetic predis-
position of this type may ultimately
become an important determinant of
how an individual lives his life. Yet
identical twins, who possess exactly
the same genetic make-up, do not al-
ways develop similar patterns of be-
havioral excess. We must look at indi-
vidual differences in experience to
understand more completely the ori-
gins and progression of addiction.
Differences in neurotransmission,
influences from the limbic and cortical
systems, and the effects of various
brain enzymes all interact with power-
ful social forces that can push suscep-
tible individuals toward activities that
have a high dependency potential.
Highly seductive mass advertising and
the emphasis the computer age places
on immediacy provide the context in
which outlets for rapid reduction of
tension have evolved. Public lotteries
and video arcades are two widely avail-
able escapes from routine existence.
With this belief in immediate relief
and gratification as part of the gener-
F T OR THE ADDICT,
HE SEX PARLOR
AND VIDEO ARCADE
BECOME IMPORTANT
ISLANDS OF
AI,IENATED COMFORT.
al social environment, individuals are
directed toward particular channels of
behavioral excess by their individual
experiences. Early in life, a child may
possess a subtle yet identifiable char-
acteristic (perhaps a genetic predispo-
sition) that steers him or her in the di-
rection of addiction. Youngsters can
be pushed further along the road to
addiction when an early sense of low
self-worth is relieved through a specif-
ic activity. The dejected adolescent
may begin to feel potent only through
the use of such external reinforcers as
drugs, money, or sex.
Although parental role models and
styles of child-rearing are important
contributors to how children learn to
cope with life, adolescent adjustment
is also closely bound to peer influence.
According to sociologist Denise
Kandel of Columbia University, the
most reliable finding in drug research
is the strong relation between a per-
son's drug use and use by friends.
Eventually, these young people are
labeled by those around them as crimi-
nals, fatties, drug addicts, or members
of some other deviant group.'I'his stig-
matization further decreases their
sense of self-worth and pushes them
more firmly into a pattern of socially
unacceptable behavior. As the addict
drifts away from stable family and
love relationships, he or she inrseas-
ingly selects social settings for imme-
diate gratification. The sex parlor or
video arcade become important is-
lands of alienated comfort.
Dramatic conflict with the environ-
ment often results as repeated person-
al failures require increasingly severe
efforts to recoup self-esteem through
excessive activity such as drugs or
crime. The downward spiral frequent-
ly culminates in hospitalization or in-
carceration on a cyclical basis. What
social scientists call "relapses" may
simply be episodes in the naturally os-
cillating course of the addictive
process.
Considering the complex biological,
psychological, and social forces that
promote behavioral excess, it is not
surprising that those who attempt
treatment for their compulsions usual-
ly fail. From 60 to 80 percent of all ad-
dicts who attempt abstinence fail with-
in six months. It can be excruciatingly
difficult to overcome renegade biologi-
cal processes that are further encour-
aged by powerful social and psycho-
logical influences. Yet it can be done.
Biologically, the question is:.Can the
human brain gain control over inherit-
ed impulses that were appropriate for
prehistoric man but are inappropriate
in the 20th century? We know that ac-
tivities that lead to compulsive life-
styles are self-induced and are under
both cortical and limbic system con-
trol. We also know that the cerebral
cortex, the center of thought and
memory in homo sapiens, is much larg-
er in humans than in other animals.
With this great reasoning capacity, we
should be able to exercise more control
over the basic emotions directed by
the lower brain centers. A multidisci-
plinary understanding of addiction
should provide the conflict-solving
ability of our cortex the power it needs
to control our lives more successfully.
The term "dharma" is used in Hindu
philosophy to describe a person's free
will or ability to control "karma," that
which an individual brings into the
world when born. In today's terms we
may look at "dharma" as cortical con-
trol and "karma" as the inner-brain in-
heritance. Clearly, humankind has the
ability to exercise dharma over karma:
We need not be slaves to our compul-
sive behavior. r]
Harvey Milkman is an associate pro-
fessor of psychology at Metropolitan
State College in Denver. He has orga-
nized a national conference on "The
Addictions: An Interdisciplinary Syn-
thesis," which will be held in Denver
on October 28 and 29. The conference
was developed in collaboration with
the Department of Psychiatry, the
Cambridge Hospital, affiliated with
Harvard Medical School. Stanley
Sunderwirth is a professor of chemis-
try and vice president for academic af-
fairs at Metropolitan State College.
44
PSYCHOLOGY rODAY/OCfOBfR 1)tJ
