present in distinct areas of BA 17 and BA 19. Furthermore this activity was observed across multiple drug classes (alcohol, cocaine, marijuana, tobacco). Thus, it appears that addiction can directly affect primary sensory cortex, suggesting that the effects of drug cue-reactivity are more widespread and fundamental than previously appreciated. It is highly likely that addiction influences basic sensory processing via its effects on cognitive processes that are known to modulate activity in BA 17. Here, we discuss some of the more likely cognitive processes underlying the enhancement of activity in BA 17, and the implications for our basic understanding of addiction.