Simple Technique Reduces Smoking Urges and Brain Activity

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A recent study from UC Irvine has found that a simple cognitive technique - verbally labeling smoking cravings - can significantly reduce the intensity of those cravings and associated brain activity. This 'name it to tame it' approach taps into the power of reappraisal, where changing how we think about a stimulus can alter our emotional response. The study revealed age-related differences, with older smokers experiencing the most substantial reduction in cravings. Researchers believe this technique could be applied to a wide range of addictive behaviors beyond just smoking.

Why it matters

Nicotine addiction remains a stubborn challenge, with high relapse rates. This accessible, low-cost technique offers a promising new tool in the fight against addiction that could dramatically improve quit rates if widely adopted. The findings also suggest cognitive flexibility and reward sensitivity play a role in the effectiveness of such interventions, pointing to the need for personalized approaches.

The details

The UC Irvine study, published in Neuropsychopharmacology, found that simply identifying the triggers of a cigarette craving - verbally naming things like 'smoke,' 'lighter,' or 'ashtray' - can significantly reduce both the intensity of the craving and the associated brain activity in the precuneus, a region linked to cravings and negative emotions. This taps into a cognitive technique known as reappraisal, where we change our emotional response to a stimulus by altering how we think about it.

• The UC Irvine study was published on January 31, 2026.

What’s next

Researchers believe the 'name it to tame it' technique could be expanded to address a wide range of addictive behaviors beyond smoking, including alcohol use disorder, food addiction, and gambling addiction. Integrating this approach with neurofeedback and personalized cognitive training could further enhance its effectiveness.