The Addiction Philosophy Map
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The rational model frameworks may include the consumption of alcohol against social norms and morality. Even if we forget for a while about the difficult relation of this product with our reward center, the conditionally bad consumption of alcohol may be not an addictive behavior and even by no means related to it. For example, it may be a form of deviant behavior in its simplest form of a challenge to the society and its norms. In this case, the process is consciously controlled as a part of rational structure including clearly understood (at least post factum) intentions and consequences of such behavior, beliefs, political and moral views
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Koob, George F., and Michel Le Moal. 2005. “Plasticity of reward neurocircuitry and the'dark side'of drug addiction.” Nature neuroscience 8 (11): 1442–44.

Descartes was onto something, l I am not indubitably   certain, in consciousness, that I exist and that I am   thinking such-and-such. But for so long as I am conscious,   consciously thinking such-and-such, I am   aware that I am so thinking. And that awareness - of   my experience and so of myself- defines consciousness.   Yet modern philosophy was soon beset with   puzzles about the self, self-awareness, and inner   awareness of experience.