Addictive behaviours & substances trigger release of dopamine in ventral tegmental area of brain, leading to sense of pleasure in the nucleus accumbens (NAc). Reward pathway has evolved in humans to be the usual adaptive response to behaviours good for us, e.g, eating. Activated when engaging in rewarding behaviours. In case of addictive behaviours, system responding to more harmful actions & becomes maladaptive. VTA->NAc->PFC