The articles by Childress and her colleagues and Volkow and her colleagues beautifully illustrate the application of neuroimaging techniques to understanding the brain circuitry underlying drug experiences. Childress et al. identify brain structures which are activated during drug craving experiences that have been elicited by simple exposure to cues initially associated with drug use, in the absence of any drug or the promise of a drug. This study shows the significant involvement of brain regions known to be involved in higher-order processes, including memory, cognition, and emotion. As Childress et al. point out, it appears that the "brain signature of cue-induced craving is thus consistent with its clinical phenomenology: the drug user is gripped by a visceral emotional state, experiences a highly focused incentive to act, and is remarkably unencumbered by the memory of negative consequences of drug taking." In addition, this study confirms what is being found in other neurobiological studies, i.e., that it is time to go beyond the traditionally studied reward circuits in the base of the brain and begin looking at a much broader range of areas.