Unlike the thirst of water and the hunger of food that have to be satisfied without fail the consumption of ethanol isn’t necessary for the physiological functioning of a human body. So a normal wish to drink it can be compared to a desire to try some delicacies (as an additional regulative the esthetic determinant can be viewed in this aspect).
Alcohol consumption as a communicative act is a part of the social action structure. In any case of that kind, the alcohol consumption is well described by the rational behavior model. The analysis of the rational behavior can show somehow such aspects as the intention, the aim and the subjective values that prevent from performing this act or, otherwise, stimulate somebody to do it. Besides, a person decides if the act is appropriate. For example, the necessity to drive a car in the nearest future is a factor that prevents from the alcohol consumption. Legal and moral norms prevent a person from drinking in the places where drinking is prohibited or inappropriate.
The scheme we’ve described promotes some addiction fighting methods (like SMART program - Self Management for Addiction Recovery). A key element of this program is making addicts look for triggers that can suppress the desire to drink or regulate alcoholic appetitive behavior. These triggers work automatically in the body of a normal person.