View. comments. The multi-millionaire owner of the company that makes Segway motorised scooters has died in a freak accident while riding one of his vehicles. Jimi Heselden, 62, was found dead in a river after plunging 80 feet over a limestone cliff near his home.
Prevention. For decades, researchers have been trying to figure out what leads some people to develop an addiction (whether to a substance or a behavior) while others never become addicted at all. Addictive substances and behaviors share a common trait: In general, they trigger a neurological response that activates the brainâs reward system; this brings someone who is addicted back for more, again and again.
Addiction occurs when a person cannot control the impulse to use drugs even when there are negative consequencesâthe defining characteristic of addiction. These behavioral changes are also accompanied by changes in brain functioning, especially in the brainâs natural inhibition and reward centers.