Addictive Behaviours - Applying Explanations To Modify Addiction

Question 1

Briefly explain how Biological explanations could be applied to modifying addictive behaviours [5]

Answer 1

• A biological method of modifying addictive behaviours is the use of varenicline (trade name Champix).
• A biological cause of addictive behaviours is that addictive behaviours/substances trigger the release of dopamine in the VTA which travels along the mesolimbic pathway and causes a sense of pleasure in the nucleus accumbens. This reward pathway is maladaptive in addicts and causes them to become addicted to certain harmful behaviours or substances.
• Varenicline works by binding to nicotine receptors in the brain, tricking the brain into thinking it has received nicotine. This leads to a small release of dopamine, which alleviates cravings and withdrawal symptoms. At the same time, varenicline reduces the rewarding effects of nicotine by blocking nicotine’s ability to access the receptors and trigger dopamine release. As a result, if someone smokes a cigarette, they will feel less pleasure from it, making quitting easier.
• Research supporting the effectiveness of varenicline comes from a study published in JAMA Network, which examined 25,094 smokers in England. The study found that prescribed treatments like varenicline were among the most effective methods for smoking cessation, significantly increasing success rates compared to less effective methods such as relying on willpower alone.

Question 2

Briefly explain how individual differences explanations could be applied to modifying addictive behaviours [5]

Answer 2

• An individual differences method of modifying addictive behaviours is Cognitive Restructuring.
• This explanation suggests that addictive behaviours, such as gambling, are caused by cognitive biases, which are irrational thought patterns or beliefs. For example, gamblers might believe they are more likely to win if they have a “lucky streak,” even when outcomes are purely random.
• This method works by helping individuals recognise and challenge these irrational thoughts. Clients are taught to identify their biased thinking and replace it with more rational, evidence-based reasoning. For instance, Griffiths (1994) demonstrated that gamblers’ verbalizations during gambling could be recorded and played back to them. When regular gamblers listened to their own irrational statements, they were surprised by what they heard, which helped them understand the nature of their biases and could assist in overcoming their addiction.
• Research by Erica Fortune and Adam Goodie (2012) supports this method. They found that incorporating Cognitive Restructuring into broader Cognitive Behavioural Therapy (CBT) or focusing on correcting specific beliefs and biases showed success in treating gambling addiction.

Question 3

Briefly explain how social psychological explanations could be applied to modifying addictive behaviours [5]

Answer 3

• A social psychological method of modifying addictive behaviours is Social Norms Marketing Advertising (SNMA).
• This method is based on the idea that an overestimation of both descriptive norms (how much others do the addictive behaviours ) and injunctive norms (approval of the addictive behaviour) can lead to increased addictive behaviours.
• SNMA aims to address this by providing accurate information about how much students typically drink and their attitudes toward excessive drinking. The method uses mass media campaigns, such as posters, beer mats, and leaflets, to combat these misperceptions, encouraging individuals to align their behaviour with more accurate norms.
• Research by Graham Moore et al. (2013) tested this method in Welsh universities. They used materials with messages such as “Those around you are drinking less than you think” and “Students overestimate what others drink by 44%.” Follow-up surveys showed that students who recalled the materials reported lower perceived drinking norms compared to those who didn’t recall them.