Aversion therapy is sometimes used when there are associated behavior patterns that are pleasant but might be regarded by a third party as undesirable.
For example, alcoholics love consuming large amounts of alcohol. Aversion therapy involves associating alcohol consumption with a very unpleasant stimulus. One method is to require the alcoholic to take a sip of whiskey having first taken a nausea-inducing drug. Sipping the whiskey is followed immediately by violent vomiting. In the future, just the smell of alcohol produces the unpleasant memory of vomiting