Medical University of South Carolina May 8 2026 For many people who smoke, quitting is not just a matter of willpower. It is a tug-of-war in the brain – between the pull of reward and the ability to resist. A new study published in the  Journal of Psychiatric Research  suggests that shifting that balance may be possible. Using a noninvasive brain stimulation technique called repetitive transcranial magnetic stimulation, or rTMS, researchers at MUSC Hollings Cancer Center found that stimulating