Posted on January 9, 2004 at 10:15 a.m.
In order to help those suffering from an addiction, one must
understand the reasons behind their addiction. In his new book Choice,
Behavioural Economics and Addiction, Professor Rudy Vuchinich
(Psychology), associate director of the medical psychology department,
presents information by psychologists across the country about
behavioral economics and addiction.
In behavioral economics, psychology and economics merge to explain why
individuals make certain choices, many of which appear to be
irrational. Scholars are using the theory to understand why people
abuse drugs or alcohol despite the negative consequences.
Vuchinich’s book is drawn from a conference held at UAB in March 2002.
Psychology professionals across the country presented information
about behavioral economics and contributed chapters.
Vuchinich said behavioral economics depends on a person’s choices.
“Drinking alcohol or using drugs are really only two types of behavior
out of a large group of behaviors that people could be choosing,” he
said.
As in economics, Vuchinich said price plays an important role. “When
the price of any substance is increased, less of it is consumed.
That’s the law of consumer demand. If the price of alcohol goes up,
fewer people drink. The same thing [can be said] of virtually any
substance. Price is an important determinant of choice,” he said.Another factor is the availability of other choices. For example, if
access to relationships and employment is limited, Vuchinich said
oftentimes alcohol and drug use will increase.
He said individuals also make choices based on the immediacy of their
consequences.“Not only are we choosing between different activities all of the
time, consequences may come sooner or later. But with substance abuse,
consequences are immediate. The positive feelings are immediate,” he
said. “If a consequence is delayed, its value is decreased.”
Vuchinich said because many of the constructive activities people
choose come with delayed consequences, many choose other paths.
“If someone discounts the value of something in the future, they are
more likely to do something that gives them immediate satisfaction,”
he said.
Vuchinich said recognition of behavioral economics can enable
psychologists and public health officials to treat and prevent
substance abuse.
This can be done, he said, by creating interventions that provide
positive alternatives. One program at UAB, directed by Professor Jesse
Milby (Psychology) and Professor Joseph Schumacher (Preventive
Medicine), is doing just that, Vuchinich said.
Milby and Schumacher are helping homeless people addicted to cocaine
by offering them valuable re-enforcers if they stay off of drugs.
“That’s an example of treatment that reallocates behavior,” Vuchinich
said.“You also have to give people skills to encourage other forms of
satisfaction,” he said. If individuals are choosing addictions because
they are unable to deal with certain aspects of their lives, such as
relationships, Vuchinich said they must learn better relationship
skills, which can lead to better choices.
Vuchinich said he teaches the ideas behind behavioral economics in his
alcohol and drug abuse class at UAB
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