Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Alcohol Decoded: The Hidden Psychology of Why You Drink and Why You Can't Stop

Alcohol Decoded: The Hidden Psychology of Why You Drink and Why You Can't Stop

Beck, Craig

Paperback

AbuseAddiction & Recovery

ISBN13: 9798185253397
Publisher: Independently Published
Published: Jul 2 2026
Pages: 210
Weight: 0.57
Height: 0.53 Width: 6.00 Depth: 9.00
Language: English
Why does an intelligent, capable adult keep pouring a drink they have already decided to give up?

It is not weakness. It is not a broken personality. And it was never about willpower.

Somewhere between the first glass at 6pm and the 3am wake-up with your heart pounding, a hidden piece of psychological machinery is running: a loop of chemistry, conditioning, and quiet self-deception so elegant that it convinces you the trap is a treat. You have been blaming yourself for losing a game you were never shown the rules of.

In Alcohol Decoded, former broadcaster and behaviour expert Craig Beck takes that machinery apart in front of you, wire by wire. Drawing on the psychology of habit, craving, memory, and identity, plus twenty years inside the trap himself, he reveals:

  • Why the relaxation in your evening glass is a debt, not a gift
  • How your subconscious learned to crave the very thing hurting you
  • Why willpower, moderation, and white-knuckle Januarys are designed to fail
  • The limiting beliefs and identity stories that keep smart people stuck
  • How to dismantle the desire itself, so freedom feels like escape, not sacrifice

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