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Abstract
Increasing evidence suggests that outcome expectancies and environmental cues interact
to influence post-drinking behaviors. Using an experimental methodology in a simulated
social drinking setting, this research tested the potential influence of expectations
for the effects of drinking, environmental cues, and beverage content on ad lib consumption
and post-drinking self-perception. Eighty-eight moderate to heavy-drinking males were
randomly assigned to one of eight experimental conditions in which beverage content
(alcohol or placebo), social environment (friendly or unfriendly), and physical environment
(simulated bar or residence) were varied. Subjects were further divided into high
and low groups on three outcome expectancy factors. Unaffected by environmental cues,
beverage self-administration increased when subjects strongly expected behavioral
impairment from drinking but received placebo beverage. Post-drinking reports of disinhibition
increased in response to friendly social cues but were not affected by beverage content
or amount. Results therefore suggest that individual's beliefs about the effects of
drinking influence the amounts of beverage they consume, whereas social cues more
greatly affect post-drinking self-perception.