Behavioral economic analysis uses social, cognitive, and emotional factors to better understand the economic decisions of individuals. A new study from the University of Georgia suggests that behavioral economic analysis may also help scientists understand why some people crave alcohol and drugs. Although this method of study is relatively new, it could help develop new, more effective addiction treatments.
Published in the journal Addiction, the study was led by James MacKillop of the psychology department in the University of Georgia Franklin College of Arts and Sciences. MacKillop said that behavioral economics is a combination of psychology and microeconomics, and could potentially help fill in the gaps in understanding how cravings affect drug use.
Cravings and drug use haven’t been well understood in the past due to ambiguity, and one of the reasons for this might be problems with measurement. MacKillop said that behavioral economics puts cravings into measurable amounts such as number of drinks and amount of money spent.
The researchers surveyed 92 college students who were described as heavy drinkers, or those who had at least 21 drinks per week for males and 14 drinks per week for females. After being poured a glass of water and a glass of their favorite beer, the students were asked to rate their cravings for alcohol and estimate how much they would drink based on increasing prices.
Participants’ cravings increased when their favorite beer was present, and the beer also increased the relative value of alcohol in terms of behavioral economics. Partcipants said they would drink considerably more alcohol if the prices were lowered, but that they would still drink alcohol at higher prices.
This new method of analysis could be helpful for understanding why people quit drinking, smoking, or using drugs only to relapse and start using again. Behavioral economics could also help inform policymakers with raising alcohol and cigarette taxes.
Source: University of Georgia,Philip Lee Williams, The costs of desire: New economic behavior analysis by UGA researchers may help clarify the role of craving in addiction, July 15, 2010
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