ABSTRACT

This chapter explores the behavioral research on reward cue-reactivity, followed by a description of the brain systems involved in representing reward incentives and value. It presents a research demonstrating how an understanding of individual differences in reward cue-reactivity and self-control can shed light on why some individuals succeed or fail at regulating their temptations and desires. Across multiple domains studies have shown that the same brain structures involved in reward processing during reward receipt also show evidence of increased activity during cue-exposure. These effects of cue-exposure on activation of brain’s reward system appear to occur even when participants are unaware of the nature of the task. The chapter focuses on primarily bottom-up approach, focusing on studies whereby reward-related neural cue-reactivity is assessed using relatively simple tasks unencumbered by complex demands or instructions to regulate impulses and cravings. However, real-world self-control conflicts often involve not only a temptation but also attempts to suppress or inhibit approach behavior toward the tempting object.