Abstract
To compare the effects of pleasant and aversive arousal on alcohol consumption, 18 male undergraduates had three weekly sessions to separately view erotic, mutilation or neutral slides in a simulated memory experiment. Following exposure to the slides, they received access to alcoholic and nonalcoholic beverages, which were presented to half the subjects in a taste rating task, and to half as the result of engaging in an operant lever-press task. Subjects believed these tasks to be distractors during a purported retention interval. Self-report instruments and basal skin conductance confirmed the success of the affective manipulations. However, only the subjects using the taste task after viewing erotic slides significantly increased alcohol consumption. These results question a tension reduction model of drinking and qualify the contribution of autonomic arousal to motivation for drinking.
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