Several studies have shown that demand curve indices of the reinforcing efficacy of alcohol (i.e., reports of hypothetical alcohol consumption and expenditures across a range of drink prices) are associated with alcohol-related outcomes. A next logical step in this area of research is to examine potential mediators of this direct relationship. It is possible that enhancement and coping drinking motives serve as an intermediary of the reinforcing efficacy-alcohol use relationship, such that higher reinforcing efficacy is associated with increased motivation to drink, which is then associated with greater alcohol use and problems.