Alcohol, sexual arousal, and the transfer of excitation.

Investigations of the alcohol-related disinhibition of responses to deviant sexual stimuli suggest that the pharmacological actions of ethanol have little influence on the disinhibition process. The mere belief that alcohol is consumed is sufficient to induce increased sexual arousal. Studies with conventional stimuli, however, suggest that interactions occur between the pharmacological presence of ethanol and the psychological expectations of its presence. Thus, this article examines the contribution of pharmacological, cognitive, and environmental variables to perceived sexual arousal. A balanced-placebo design varied drink instruction and drink content independently. Pictures that elicited either a low or moderate level of self-reported sexual arousal were viewed and evaluated by men (n = 64) and women (n = 64) after completing their drinks. The evaluations and arousal measures suggested significant Instruction X Content X Arousal interactions. The strongest perceptions of arousal occurred among individuals who did not know they were drinking alcohol (i.e., subjects who were told that their alcoholic drinks did not contain alcohol). Apparently, when drinkers were unaware of the alcohol intoxication, the pharmacological excitation induced by alcohol transferred to the perception and evaluation of the slides.