David Le Breton, a sociologist and anthropologist, has spent years studying the reasons that drive young people to take risks, including through the use of psychoactive substances. He points out that, contrary to the messages from public health authorities and parents, these young users do not view their actions in terms of "risk," but rather as a minor price to pay for experiencing a heightened sense of self—one that is essential to their emotional well-being. Because of the sense of identity and group belonging it provides, the product’s appeal outweighs concerns about prevention.