The following is a conversation with Dr. Catharine Fairbairn, Helen Corley Petit Associate professor of Psychology at the University of Illinois. She is named a Rising Star by the Association for Psychological Science. In this episode, Catharine tells the unique and fascinating journey she had into the understanding of addictions through research. We discuss the surprising cultural, social and emotional reasons for why people drink alcohol, and at the same time debunk some common drinking misconceptions. We also talk about alcohol's social impact at large, and how societies can re-imagine their relationship with alcohol.