Some people continue to drink heavily because of perceived positive effects, according to a study by University of Washington psychologists.
Participants in the study said that boosts of courage, chattiness and other social benefits outweighed the harms of heavy drinking, Science Daily reports. The findings offer a new direction for PSAs targeting binge drinking, which tend to focus on the ill effects of drinking, such as hangovers and fights, rather than the perceived rewards.
Nearly 500 college students participated in the study, and the majority rated the upsides to drinking as more positive and likely to happen in the future, a finding the researchers call “rose-colored beer goggles.”
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