Could individualism, of a whole country or area, predict alcohol consumption within the population? According to a recent study individualism has a toxic effect on the drinking behaviour of young people and adults. The study found that those people living in areas which place a high value on individualism display increased alcohol consumption. The effect of individualism on boozing was found to play a role over and above other variables such as income, climate, gender and religion. In another experiment, the researchers temporarily induced people to adopt either an individualist or collectivist orientation. What they found was that the orientation people took influenced whether they felt like drinking alcohol: individualists wanted to drink more.
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