Inactivation of the pPVT selectively prevents cocaine-seeking behavior. Following conditioning (+++p < 0.001, vs. respective non-reward) (A) and extinction (B), presentation of the COC S+ or SCM S+ (C) under vehicle (VEH) conditions produced robust reinstatement compared with the non-reward stimulus (S−; ***p < 0.001, *p < 0.05, vs. respective S−). Inactivation of the pPVT with muscimol/baclofen (M/B) prevented cocaine seeking only (+++p < 0.001, vs. VEH; ##p < 0.01, vs. S+ SCM with M/B pretreatment). COC, cocaine; SCM, sweetened condensed milk; EXT, extinction; VEH, vehicle; M/B, muscimol/baclofen.