A novel experiment conducted by Carnegie Mellon University Professor George Loewenstein and colleagues may explain why people try a drug, such as heroin, for the first time despite ample evidence that it is addictive. The results of the study, which are being published in the Journal of Health Economics, reveal that even longtime addicts underestimate the influence that drug cravings have over their behavior.
Almost all drugs produce a craving in their users. Loewenstein and his colleagues hypothesized that people experiment with drugs that they know are addictive in part because they can't appreciate the intensity of drug cravings, and thus underestimate the likelihood that they will become addicted.