chapter  7
26 Pages

The motivation to drink wine

In looking at the context for drinking behaviour given by the social sciences it is necessary to start with a caution. Usually the viewpoint of social scientists is that wine consumption per se is not the primary focus, but rather it is used as an exemplar of a more significant subject which the researcher wishes to address. This has been neatly summarized by Heath (2000, p. 167):

A fundamental curiosity about most of what is written about beverage alcohol especially by scientists, health professionals and other researchers, is that so little acknowledgment is made that the great majority of people who drink do so because they find it enjoyable and pleasurable.