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Shen, & Glombiewski, 2013). Biological Factors Addictions are known to activate the culmination of sites in the brain that make up the ‘reward centre’ which is responsible for feeling happiness or pleasure through the release of dopamine (Linden, 2011). After repeated exposures, receptors in the brain build a tolerance towards the addiction meaning that there is a need for increased stimulation to provide a similar ‘high’. Eventually behaviour patterns develop so as to avoid withdrawal. At this point addiction is occurring and symptoms should be observable. Like other addictions, it is believed that IAD causes a release of dopamine in the nucleus accumbens (Ko et al., 2009). It must then be discussed why certain behaviours or substances activate the reward centre resulting in addiction. It has been agreed that, much similar to gambling addiction, Internet addiction functions through a variable ratio reinforcement schedule (Young, 2011). However, it is also is theorised that those who use the Internet or other similar technologies experience various rewards that are unpredictable in nature, depending on the application they are using (such as: video games, emails, social media, pornography, message boards and texting). Paired with the mood altering content of the application the reward activation is increased. Examples of mood altering content include video games (social inclusion, achieving tasks unobtainable in real life), pornography (sexual gratification), and online