Of course. I agree with most of that.

But what is not often included in those studies is that people do not always act rationally. Even if it is not in their best interest. For example, there is not one person on planet earth that believes that smoking is not bad for your health. Or excessive drinking, or not wearing a seatbelt, and on and on. But people still do it.

Just like Nancy Regan's "just say no." Sounds great. Makes sense. Doesn't work.