Rewarding our selves is also addictive since every month when we get our pay, we tend to reward ourselves and forget to save some money first. This also happened to me when I got my highest pay in my job: I rewarded myself every time I got paid, and later on I forgot to save. It's really better to save first before spending, but if we really need to reward ourselves to make us relax, let's do it just for a couple of months, and after that, we need to save for rainy days.
If you're addicted, it's your fault because you don't have any plan for life. For me, to avoid getting addicted, I always have a plan for myself. Like when I get a raise or my savings goal is 10k, and I hit it, I reward myself and keep going to set a goal of 20k and will reward myself again...As I said, don't rest in victory but set yourself a higher goal each time we reach the previous one. Only then will we never get addicted and forget our duty.