RECHANNELING CRAVING: A NEUROPSYCHOLOGICAL FRAMEWORK FOR CONSTRUCTIVE ADDICTION AND MOTIVATIONAL DESIGN

This paper proposes a new framework for understanding and redirecting addiction by treating it as a powerful but misdirected learning system rather than a flaw in brain function. Building on neurobiological insights and theoretical advances, it introduces the Constructive Energy Reorientation Theory (CERT), which argues that craving is structurally neutral and can be repurposed through intentional feedback, structured environments, and meaningful repetition. The paper critiques traditional views that frame addiction as weakness or disorder and instead explores how compulsive drive can support growth, creativity, and well-being when aligned with adaptive goals. It presents real-world applications including neurofeedback, immersive learning spaces, and ethically designed digital tools, while also addressing the ethical boundaries between therapeutic guidance and behavioral manipulation. This work offers both a scientific and ethical foundation for transforming addiction into a source of purpose rather than pathology.Keywords Addiction; craving; motivation; neuroplasticity; Constructive Energy Reorientation Theory; dopamine; habit formation; neuroethics; behavioral design; flow state