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Apparently just believing that you're drinking alcohol can make you drunk.

I wonder what a placebo and tonic tastes like?

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Interesting -- it's well-documented that people will act drunk if they think they've been drinking (bunch of studies reported in that everpresent psyc textbook of mine), but I'm surprised that they found significant differences on more objective tasks like memory. That's fascinating.

Then again, this result could say more about experimental design than people's attitudes towards alcohol. It's *also* well-documented that study subjects will alter their responses based on what they believe the researcher wants to hear. And that's a whole other interesting kettle of fish.

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