[tomatocracy]

I think people do it because they enjoy it, not peer pressure. Making "unhealthy" choices can still be rational - we each get only one life after all, and choosing to have a shorter one with greater enjoyment seems as valid to me as the opposite choice.

[BoxFour]

You have a point, but I’d say it’s considerably more socially acceptable to share 12 pints with friends than to consume the same amount alone. Social norms and acceptability can indeed exert a significant influence on OVERindulgence.