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When studies have examined craving, it has been found to be related to a desire to recreate the pleasant experience of the drug�s �high�, rather than a need to maintain normal levels of activity. So, drug use tries to achieve an unusual level of pleasant arousal. It is the memory of this pleasant arousal that many �addicts� cannot forgo. They are unwilling to accept they can never again recreate that �wonderful� experience. When people try to discontinue their drug use, it is easier to do this in a setting very different from their normal environment. However, on return to their normal environment, cues for drug use will still be present and relapse is therefore more likely.