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Because I would be MORTIFIED if I threw up in front of other people
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Thank you! Word to you and to DeltAlum for pointing out that there's one hell of a way to change this behavior -- socially stigmatize it. When kids feel shame in front of our peers, we stop. Collegians, roll your eyes in disgust when someone brags about not remembering the night before. The idiot who pisses himself at the party should be ridiculed in the cafeteria the next day. Break up with that fool who stumbled into the bushes on your date and tell the whole campus why you did. And hell yes, wake up your shadows-of-death hungover brother at 8 a.m. sharp to scrub away his own puke with an old toothbrush. Treat them like they've done something stupid and destructive and infantile, not goofy and high-spirited and fun.
All the alumni lectures and university crackdowns in the world won't have a shadow of the impact of some hot girls saying, "What a jerk...he'll be sleeping alone," or some pledge brothers saying, "Man, you embarrassed us...remind me not to be seen in public with you again."