Research findings on addition are contradictory. According to biograph
ical records and widely used diagnostic manuals, addicts use drugs com
pulsively, meaning that drug use is out of control and independent of
its aversive consequences. This account is supported by studies that s
how significant heritabilities for alcoholism and other addictions and
by laboratory experiments in which repeated administration of addicti
ve drugs caused changes in neural substrates associated with reward. E
pidemiological and experimental data, however, show that the consequen
ces of drug consumption can significantly modify drug intake in addict
s. The disease model can account for the compulsive features of addict
ion, but not occasions in which price and punishment reduced drug cons
umption in addicts. Conversely, learning models of addiction can accou
nt for the influence of price and punishment, but not compulsive drug
taking. The occasion for this target article is that recent developmen
ts in behavioral choice theory resolve the apparent contradictions in
the addiction literature. The basic argument includes the following fo
ur statements: First, repeated consumption of an addictive drug decrea
ses its future value and the future value of competing activities. Sec
ond, the frequency of an activity is a function of its relative (not a
bsolute) value. This implies that an activity that reduces the values
of competing behaviors can increase in frequency even if its own value
also declines. Third, a recent experiment (Heyman & Tanz 1995) shows
that the effective reinforcement contingencies are relative to a frame
of reference, and this frame of reference can change so as to favor o
ptimal or suboptimal choice. Fourth, if the frame of reference is loca
l, reinforcement contingencies will favor excessive drug use, but if t
he frame of reference is global, the reinforcement contingencies will
favor controlled drug use. The transition from a global to a local fra
me of reference explains relapse and other compulsive features of addi
tion.