If so, what drives the behaviour?
It is natural behavior for all animals. Here is one example...
It is just natural for anyone or anything to do what makes them feel better. This is just normal behavior for everyone. Some things that we are addicted to are just in our foods! We use them because they bring us pleasure. The secret is to learn what is harmful to you that brings you pleasure & then be careful with that. The most harmful thing that we have in our excepted diets is Dairy Products! The casein protein breaks down into casemorphin! That is why you say that you love your cheese! This is the most harmful thing in the Western Diet & in the end is why we suffer all of the diseases that we do. Dairy is harmful to your health.