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So the addiction model seems very convincing. But what happens when we consider broader research evidence? 1. Psychological research indicates most behaviour is controlled by external, especially social, contextual cues, and not inner processes (no matter how much we like to think otherwise!). 2. Most drug use is social and for most people, it never goes beyond this. 3. Physiologically, drug actions are not absolute. Drugs have been shown to be able to produce various effects depending upon conditioning contingencies. E.g. pairing insulin with cyclophosphamide results in insulin adopting immunosuppressive effects after a short time. Morphine can be conditioned to produce both its usual effect and to mimic naloxone, reversing its usual effect (Siegel et al, 1975).