No drug makes a person high automatically. One must learn
to interpret the physical effects of drugs as the occasions for highs.

It is expectations of individuals and society (set and setting) that
encourage people to associate inner experiences with the physical
feelings drugs produce. If this association fails to develop or breaks
down, people can take the largest imaginable doses of drugs and
not get high; just feel drugged. This is precisely the problem of
those who get into abusive relationships with drugs by taking them
too frequently: as the novelty of the drug’s effect diminishes with
repetition, it no longer produces the needed signal.

First experiences are so powerful because the novelty of the change is greatest. It is very easy to confuse the signal with the desired experience,
the drug with the high. Many drug users are convinced that
the experiences they need come from outside themselves
in the form of drinks, joints, pills, and powders. It is this confusion
that leads people to abuse drugs, they take more drugs more
frequently in pursuit of ever-vanishing highs, when it is rarely known that the set and setting play the major role.

Of course, non-drug highs can present the same problems. People
who are dependent on falling in love are equally at the mercy
of outside forces. Many individuals get a rush from making
money and their lives are consumed in its pursuit. One variation
on this theme is addiction to gambling.