Do alcohol expectancies become intoxicated outcomes? A test of social-learning theory in a naturalistic bar setting

According to social-learning theory, alcohol outcome expectancies (AOEs) are important motivators of drinking behavior that are reinforced, in part, as a result of one's direct experience with alcohol's intoxicating effects. To date, limited research has been conducted in naturalistic bar settings to examine the congruency between AOEs held prior to drinking and individuals' subjective perceptions of post-drinking outcomes. The present study was designed to fill this void. Fifty regular bar patrons (30 males and 20 females) participated. Prior to the initiation of the drinking episode, expected alcohol effects and associated valences were assessed using the Comprehensive Effects of Alcohol (CEOA) questionnaire [Fromme, Stroot, and Kaplan, (1993) 19]. At the conclusion of the drinking episode, all individuals completed the CEOA that was modified in order to assess their subjective alcohol-related outcomes. Overall, while individuals' intoxicated outcomes generally mirrored their pre-drinking AOEs, a lack of congruency was observed with respect to alcohol-related risk and aggression, such that participants reported feeling less aggressive and more disinclined to engage in risky behavior than they had expected as a result of consuming alcohol. As well, two presumably negative (i.e., behavioral impairment and self-perception) and one positive (i.e., liquid courage) alcohol-related outcomes were rated more favorably at the end of the drinking episode. Finally, a main effect for gender was found for specific AOEs. The implications of these findings for social-learning explanations of drinking behavior are discussed.