“…), and few reported drinking because they wanted to, or because they liked drinking. This is consistent with previous research which demonstrated that, although pleasure has an obvious association with alcohol (Harrison, Kelly, Lindsay, Advocat, & Hickey, 2011;Klein & Jess, 2002), it is rarely included in prevention discourses, being undervalued as a primary catalyst for alcohol consumption (Bergmark, 2004). People often report enjoyment from drinking (Emslie et al, 2012), yet discourse around alcohol consumption nearly always includes a practical justification, for example to reward a hard day's work, or celebrate special occasions (Lyons, Emslie, & Hunt, 2014).…”