Abstract
In the 1940s, Abraham Myerson's work on drinking norms in the USA was central to reorienting the approach medical and scientific experts adopted when studying and treating alcoholism. A leading psychiatrist and neurologist from Boston, Myerson argued that tensions between alcohol's ability to satisfy a pleasure-seeking drive and the rise of asceticism had generated ambivalent social attitudes, traditions and expectations towards drinking. This article explores how Myerson identified and employed social factors to uncover the relationship between ambivalent drinking norms, one's gender, ethnic or religious background, and whether one would drink to excess. In doing so, it will illuminate how Myerson's innovative efforts to highlight the role of social attitudes and traditions in alcoholism ultimately helped shape the approach of medical science to the alcohol problem.