Drunks are what they drink.

Much of the culture of drinkin' is built around what people expect they will behave like when they drink. Or maybe what they have been lead to want to expect. But it is an expectation they adopt for whatever reason and has nothing to do with the booze and everything to do with the culture they drink from. So, they just become more of what they already are. To change, they gotta drink something different. And I don't mean switching from Gin to Corona. The booze industry knows this too. They have used that knowledge to dig themselves into every form of cultural activity for their own benefits in the way of massive profits. That no one is holding them up for any accountability in all of this makes me snot-slingin' mad sometimes. But that's another story. Now back to this.

In fact, the dynamics of bingeing may have more to do with personal and cultural expectations than with the number of upside-down margaritas consumed. In their classic 1969 book, “Drunken Comportment,” recently out in paperback, the social scientists Craig MacAndrew and Robert B. Edgerton wrote that the disconnect between the conventional wisdom on drunken behavior and the available evidence “is even now so scandalous as to exceed the limits of reasonable toleration.”

They detailed the vast differences in the way people from diverse cultures behave after excessive alcohol. In contrast to nearby tribes, for example, the Yuruna Indians in the Xingu region of Brazil would become exceptionally reserved when rendered sideways by large helpings of moonshine. The Camba of eastern Bolivia would drink excessively twice a month. Sitting in a circle, they would toast one another, more lavishly with each pop.

In a Japanese island village, Takashima, people knew a drinking occasion had gone completely off the dials if villagers began to sing or, wilder still, to dance. Aggression, sexual or otherwise, was unheard of during these sessions.

In a series of studies in the 1970s and ’80s, psychologists at the University of Washington put more than 300 students into a study room outfitted like a bar with mirrors, music and a stretch of polished pine. The researchers served alcoholic drinks, most often icy vodka tonics, to some of the students and nonalcoholic ones, usually icy tonic water, to others. The drinks looked and tasted the same, and the students typically drank five in an hour or two.

The studies found that people who thought they were drinking alcohol behaved exactly as aggressively, or as affectionately, or as merrily as they expected to when drunk. “No significant difference between those who got alcohol and those who didn’t,” Alan Marlatt, the senior author, said. “Their behavior was totally determined by their expectations of how they would behave.”

In a repeat of the session performed for a coming documentary, one participant insisted that she could not have been drinking because alcohol always made her flush.

“We told her that, yes, in fact she was drinking it,” Dr. Marlatt said. “She immediately flushed.”

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