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.