Molecular changes of dopamine that come during craving alter the dopamine system, so that an object which was previously neutral becomes important. In addition, different brain circuitry is involved in wanting and liking. When we crave something, the wanting circuitry becomes strong and the liking circuitry is weakened. The person feels continually dissatisfied and need more and better. Dr. Jeanne Tsai, Assistant Professor of Psychology at the University of Minnesota, spoke on culture and emotions.
Cultures differ in their view of the self, and that influences people's emotions.
In general, Westerners feel their self to be independent and separate from others. Asians, on the other hand, experience their self as connected with others and defined in terms of social relationships. People with an independent self seek to distinguish themselves from others. They emphasize self-enhancement, express their beliefs and emotions, and tell others about their own good qualities. They value being different from others and appreciate conflict because it provides an opportunity to express their feelings and opinions.