WHERE CRAVINGS COME FROM Every behavior has a surface level craving and a deeper, underlying motive. I often have a craving that goes something like this: "I want to eat tacos." If you were to ask me why I want to eat tacos, I wouldn't say, "Because I need food to survive." But the truth is, somewhere deep down, I am motivated to eat tacos because I have to eat to survive. The underlying motive is to obtain food and water even if my specific craving is for a taco. Some of our underlying motives include: Conserve energy Obtain food and water Find love and reproduce Connect and bond with others Win social acceptance and approval Reduce uncertainty Achieve status and prestige A craving is just a specific manifestation of a deeper underlying motive. Your brain did not evolve with a desire to smoke cigarettes or to check Instagram or to play video games. At a deep level, you simply want to reduce uncertainty and relieve anxiety, to win social acceptance and approval, or to achieve status. Look at nearly any product that is habit-forming and you'll see that it does not create a new motivation, but rather latches onto the underlying motives of human nature. Find love and reproduce = using Tinder Connect and bond with others = browsing Facebook Win social acceptance and approval = posting on Instagram Reduce uncertainty = searching on Google Achieve status and prestige = playing video games Your habits are modern-day solutions to ancient desires. New versions of old vices. The underlying motives behind human behavior remain the same. The specific habits we perform differ based on the period of history.