Alcohol consumption involves a large variety of decisions. Some are strategic, setting commitments for future behavior. For example, should I begin drinking, should I ever drive with people who have been drinking, should I look for friends who drink less?. Others are more tactical, responding to immediate situations. For example should I have this beer now, should I call my parents to take me home, instead of going with my date that has had three beers in the last hour? Some decisions involve drinking itself, whereas others involve managing its consequences. Some are made alone, whereas others are made in social settings. Some are made while sober, whereas others are made while under the influence.
To make these decisions well, people must balance the risks and perceived benefits of alcohol use in ways that are in their own best interest. There is enough reason to believe, however, that these decisions are not being made well. Indeed, many of our society's responses to alcohol......
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