Magical Potion

Blind tests clearly show that intoxication is not connected to alcohol itself but to if you believe you have been drinking alcohol or not. The research is conducted for instance by the use of blind tests in environments like a club or a bar.

The tests show "the placebo effect". Dr Hans Olav Fekjaer from Norway explains: "Changed expectations give changed experiences". That means that the people in the experiment who think they are drinking alcohol-free drinks are having a boring time even though there is alcohol in the drinks they are served. Those who believe they are drinking alcohol experience a drunk feeling despite the fact that they have been drinking alcohol-free drinks.

People do not become drunk on alcohol - they become drunk on the expectation.

Alcohol culture and tradition is passed on from generation to generation. The learnt behaviour makes people feel drunk on their expectation. Fake free questions alcohol as a miracle potion but admits to the intoxication as a hyped illusion that can feel very real – people usually have a really great time when they drink alcohol. The advertisement tricks of the alcohol industry enhance the social construction by blowing up stereotyped effects and myths concerning alcohol. It increases the expectation on the intoxication.

Expectation – Intoxication <<<


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