Much public health alcohol research has focused on harms, while public health discourse has downplayed pleasure ‘as either marginally significant or as a kind of misperception driven by external forces including marketing, custom, social norms and peer pressure’ ( Nicholls and Hunt 2025 , p.1075).
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'I don't consider cancer when I'm grabbing the beer': Discursive strategies used by midlife New Zealanders to undermine alcohol-cancer risks.
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