The in vivo manipulation of alcohol-related beliefs in male social drinkers in a naturalistic setting.

Earlier research shows that alcohol expectancies are related to alcohol consumption. However, how the alcohol expectancies are related to drinking in a public bar is still unknown. This paper examines this relationship in 10 moderate-heavy male social drinkers attending alternatively to both alcohol dependent and non-dependent cognitive sets of alcohol use. When discussing the alcohol dependent expectancies, these drinkers consumed significantly less alcohol compared with their consumption when discussing non-alcohol dependent expectancies. This group effect was also corroborated by a within-subject analysis of the data. The implications of the relationship between beliefs and drinking behaviour in terms of a cognitive behaviour model of alcohol use are briefly discussed.