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Praise for Spiced In this timely and lively chronicle of psychoactive substance consumption, Professor Graham provides insights into human hopes and despair that touch all of us in one form or another. He does this at multiple levels: the personal, interpersonal, institutional, and larger societal. The treatment is comprehen- sive, historical, and penetrating into human and social vulnerabilities and remedies. All this is done with an integration of themes and principles from research into consumer behavior and marketing. Professor Graham makes his subject matter and purposes come alive with many actual stories, mini-case histories, and vignettes interwoven throughout the presentation of fascinating technical details of psychoactive consumption. The book is fun to read, yet haunting and sobering in its implications for people everywhere and public policy. • Richard P. Bagozzi, the Dwight F. Benton Professor of Behavioral Science in Management and formerly Professor of Social and Administrative Sciences, College of Pharmacy, both at the University of Michigan, Ann Arbor The list of psychoactive substances covered in Spiced is impressive. Including salt and sugar provides unique views about the consumption of hedonic mol- ecules. The author’s marketing background fills an important gap in our un- derstanding of the global consumption of these powerful spices. • David J. Nutt, DM FRCP FRCPsych FMedSci, the Edmond J. Safra Professor of Neuropsychopharmacology and director of the Neuropsychopharmacology Unit in the Division of Brain Sciences, Imperial College London No one is better equipped than John Graham to tell the provocative story of ancient and contemporary spices – their global marketing, consumer use and abuse, and regulatory complexity. Efforts to improve consumer wellbeing re- quire this kind of integrated review of how we got where we are. After reading this book, your perspective on these psychoactive substances, from the salt shaker on your table to contemporary discussions surrounding the legalization of marijuana, will be forever changed. • Linda L. Price, Philip H. Knight Chair, Lundquist College of Business, Department of Marketing, University of Oregon Other books by John and his coauthors International Marketing, 17th edition All in the Family: A Practical Guide to Creative Multigenerational Living, 2nd edition Inventive Negotiation: Getting beyond Yes Global Negotiation: The New Rules China Now: Doing Business in the World’s Most Dynamic Market Doing Business in the New Japan, 4th edition Spiced Spiced The Global Marketing of Psychoactive Substances J L. G CreateSpace Acknowledgements ichard Bagozzi, Cristin Kearns Couzens, Stanton Glantz, Robert Lustig, R Richard Haier, E.T. Hall, Gail Ho, Rod Jimenez, Franco Nicosia, David Nutt, Connie Pechmann, and Linda Price. Thanks to all for inspiration, en- couragement, and helping to make Spiced better. Also, Emily, Grace, Greta, Jack, and Mary! Copyright © 2016 John L. Graham All rights reserved. ISBN: 1537280597 ISBN 13: 9781537280592 Library of Congress Control Number: 2016914240 CreateSpace Independent Publishing Platform North Charleston, South Carolina Contents Acknowledgements · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ix Introduction Spices and Biases · · · · · · · · · · · · · · · · · · · · · · · xiii One Marketing Causes Consumption · · · · · · · · · · · · · · · · · · · · · · · 1 Two Salt · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·18 Three Sugar · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·41 Four Chocolate, etc. · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·73 Five Coffee, etc. · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 96 Six Tobacco · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·121 Seven Alcohol · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·147 Eight Opium · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·178 Nine Marijuana/Cannabis · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · 206 Ten Cocaine · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·233 Eleven The Continuing Alchemy · · · · · · · · · · · · · · · · · · · · · · · · · · · ·253 Twelve The Consequences of Consumption: A Summary · · · · · · · · ·278 Thirteen Ideas From Foreign Countries · · · · · · · · · · · · · · · · · · · · · · · ·296 Fourteen My Prescriptions for Change · · · · · · · · · · · · · · · · · · · · · · · · ·314 Fifteen A Glimpse of the Future, circa 2040 · · · · · · · · · · · · · · · · · · · ·324 [Index] · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·333 About the Author · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · ·359 Introduction S B A strawberry, sugar cloys. arketing causes the consumption of spices. Yes, spices are the variety of Mlife, but they aren’t a necessity of life. We want them but don’t really need them. Indeed, most spices, if consumed in excess, will actually kill you. The realization is just now setting in – sugar, alcohol, and cocaine affect the brain, the person, and the public health in very similar ways. We also know that illicit drug dealers and tobacco companies market their products to the public in very similar ways. Despite these similarities, government regulation of these spices is a hodgepodge of path-dependent political decision making that yields destructive consequences for the public health and society in gen- eral. This must change. I have written Spiced to provoke new thinking and action. I use the term “spices” broadly.1 I take them to be imbibed substances of lit- tle or no nutritional value that provide pleasure to the brain, and therefore the person. I also call them “psychoactive substances” or hedonic (from the Greek word for pleasure) molecules. Examples range from salt to methamphetamine. 1 Richard Budgley, The Encyclopedia of Psychoactive Substance (St Martin’s Press: New York, 1998). xiii Spiced Spices and Biases My list in these pages is not exhaustive, but it does cover the major psychoac- The purpose of this book is to provide a catalyst and a comprehensive tive substances widely consumed around the world. context for the current and future discussion of controlling the marketing The ideas herein are disruptive. The arguments will be many. After all, of these substances. Herein both the big picture and the moving picture1 are the book is about the marketing of products, from sugar to heroin to ecstasy, presented. That is, we take a look at the global trade of spices through the mil- none of which is good for humans to consume. Yet virtually all humans in lennia. Both views are crucial for effective policy making. Ideas used in other this country and on the planet regularly consume some of them. Often the places and other times must enlighten our difficult choices in the coming health consequences are dangerous, even lethal. And because Americans are decades. the champions of marketing and consumption in general, and these spices in In these pages I apply scientific analyses toward understanding the mar- particular, we suffer more than others around the world. keting of spices. That means looking at the numbers that yield informed deci- The principal cause of these unhealthy behaviors is marketing, my aca- sions rather than political ones. The companies and their paid-off politicians demic field. Throughout human history we have stumbled onto spices, told will whine. But, perhaps reason can hold sway. Ultimately, this is a book about other people about them, and traded for them. We have also persuaded our science and the public health versus politics and greed. neighbors to try them in the guises of spirituality, aphrodisiacs, medicines, and In marketing we also deeply understand that despite its immeasurability, fun. We have murdered millions, fought wars, and incarcerated millions more imagery is immensely important. So I deliver the numbers, but use stories to over the production, distribution, and prices of spices. In many ways these bolster my cases. I mix entertainment with the most recent scientific findings psychoactive substances have dominated the cultural narrative of the nation, and my own expertise in international consumer behavior. even the world. I occasionally use the awkward term “hedonic molecules” and their chem- I was so surprised when I began my research on this topic, because so ical formulas to connote a scientific perspective. This scientific labeling is many otherwise excellent books1 about these substances completely ignore the important because most of the commonly used names of these psychoactive topic of marketing. That is, the blame for irresponsible consumption is placed substances are loaded with the symbolism of myth, religion, sex, racism, slav- solely on the consumer as if the producers and sellers have nothing to do ery, crime, corruption, and war. with their customers’ behaviors. Wow! In his excellent book Lethal but Legal, Nicohlas Freudenberg2 refers to this other actor as the “corporate consump- tion complex.” That’s a bit too conspiratorial for my taste. But, perhaps he’s My Biases right? The bottom line is that we are all being spiced – like a strawberry being doused with sugar – by a lack of our own self-control, our culture, and the To avoid conflicts of interest, the secret is full disclosure. companies that