ARISE, Assoc. for Research in Science of Enjoyment
(Industry scientific front group promoting "pleasure")
Association for Research in the Science of Enjoyment (1994)-Industry-funded scientific group out of the United Kingdom which proclaimed that a little pleasure is essential to good health. Created to combat tobacco control initatives. Previously knows as Associates for Research in Substance Enjoyment. Grouped tobacco use with pleasureable activities such as drinking tea, shopping, and eating chocolate.