One particularly dramatic demonstration of how alcoholics’ cues and rewards can be transferred to new routines occurred in 2007, when Mueller, the German neurologist, and his colleagues at the University of Magdeburg implanted small electrical devices inside the brains of five alcoholics who had repeatedly tried to give up booze.3.21 The alcoholics in the study had each spent at least six months in rehab without success. One of them had been through detox more than sixty times.
-Charles Duhigg
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