The Magic of Like → Want → Need: Understanding Craving

Published: October 21, 2025

🚦 What Is the “Like → Want → Need” Model?

This simple yet powerful framework explains how casual use of a substance or behavior can evolve into craving. It mirrors the brain’s shifting relationship with reward and motivation:

• Like: You enjoy the experience. It’s pleasurable and optional.
• Want: You begin to crave it. It becomes a habit, not just a treat.
• Need: You feel you can’t function without it. The desire controls you.

🧠 The Neuroscience Behind the Magic

This model aligns with the Incentive-Sensitization Theory by Berridge and Robinson. It reveals how craving hijacks the brain’s reward system:

1. Like – The Pleasure Phase: Driven by opioid and endocannabinoid systems, this phase is about hedonic impact—pure enjoyment.
2. Want – The Motivation Phase: Dopamine kicks in. Your brain tags the substance as highly desirable, and cues (like places or people) trigger intense cravings.
3. Need – The Dependency Phase: The substance becomes essential. You’re no longer chasing pleasure—you’re avoiding discomfort or withdrawal.

🔍 Why This Model Matters

• It explains why people continue using even when it’s no longer enjoyable.
• It separates craving from pleasure, highlighting the compulsive nature of desire.
• It helps destigmatize craving by framing it as a brain-based condition, not a moral failing.

📚 Want to Learn More?

Dive deeper into the science with this seminal paper by Berridge and Robinson, or explore broader perspectives in this overview of craving models.

Written by Vikki | Powered by insight and curiosity