Do you like drinking? Do you avoid acknowledging your shame? If you answered “yes” to both of these questions, congratulations! You’re normal. But the makers of anti-alcohol public service announcements just realized this fact, and now they’re releasing a study about it. Researchers polled 1,200 undergrads and found that “public-service ads intended to reduce binge drinking may actually lead to more of it,” a discovery that refutes the conventional wisdom that “guilt and shame were ideal ways of warning of the dangers associated with binge drinking and other harmful behavior.”

And what exactly constitutes “binge drinking”? Um, doesn’t say. But they may start putting those guilt-tripping, shame-inducing anti-drinking PSAs in happier contexts, “such as in a sitcom or a positive magazine article.” Because Seinfeld is definitely the most appropriate time to whack educated people with the video above.

(It’s okay, I laughed too.)