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The INSENSE project aims to understand how environmental cues influence motivation and craving for rewards in humans. It employs advanced cognitive neuroscience techniques to explore the neural mechanisms underlying incentive salience and its role in addictive behaviors.
Incentive salience is a form of motivation for reward that is triggered by environmental cues.
These come to be ‘wanted’: they create an urge or craving for approach and consumption that influences choice and guides action.
Stimuli imbued with incentive salience are thought to become salient, attention-drawing, and impossible to ignore, and a leading theory of addiction proposes that drug stimulation of the brain’s reward system may create intense and abnormal incentive salience for drug-related…
THE UNIVERSITY OF BIRMINGHAM
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