Heavy-drinking peer groups increase young adults’ desire to drink, according to a study in Alcoholism: Clinical and Experimental Research. Investigators used behavioral economic theory — the science of how people make choices — to assess motivations for consuming alcohol among a diverse sample of young adult drinkers. Young adults’ motivation to drink alcohol, as well as their likelihood of misusing it, is associated with how it is consumed within their social networks. But it is not well understood how these factors influence each other, and how those effects may vary depending on sex, race, and education level. For example, does the culture of heavy drinking in US colleges drive the high demand for alcohol there, or is alcohol demand high among young adults generally?