Salience of alcohol expectancies and drinking outcomes

There is a body of research which indicates that endorsement of positive alcohol expectancies predicts alcohol drinking patterns; however, there is inconsistency in the literature regarding which particular alcohol expectancies predict drinking. Although an individual may endorse a variety of alcohol expectancy beliefs, these beliefs may not be of equal importance to drinking decisions. This study investigated whether the prediction of drinking might be enhanced by considering salience of alcohol expectancies rather than mere endorsement. Hierarchical regression analyses demonstrated that expectancy salience significantly improved the prediction of total alcohol consumption above and beyond the effects of expectancy endorsement. Expectancy salience was less effective as a predictor of heavy drinking.