Hard-drinking culture might be down to people copying others' drunken antics.
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References
Ormerod, P. & Wiltshire, G. http://arxiv.org/abs/0806.3176 (2008).
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Whitfield, J. Booze binges are catching. Nature (2008). https://doi.org/10.1038/news.2008.910
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DOI: https://doi.org/10.1038/news.2008.910