Biologically our brains are designed to seek rewards and avoid pleasure. I don't believe you need a degree in neurology or psychology to figure that out. Why do we do anything? To get a reward (pleasure, immediate gratification), or to avoid pain (physical pain, emotional pain, loss). These are natural, normal human drives. I share some excerpts from my book: Okay, I quit. Now what? in this podcast.

http://LivingSoberSucks.com