Targeted brain stimulation increases cigarette cravings, a new study has found, which may lead to new treatments. Cues such as watching someone else smoke, elicit craving and may provoke relapse. There are many methods that smokers use in an attempt to reduce their craving for cigarettes, including efficacious pharmacologic treatments such as nicotine patches, hypnosis and acupuncture. Scientists have long suspected that these diverse approaches might work through the reduction of activity in a brain circuit that is responsible for cigarette craving.