Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Date of Graduation

Summer 2018

Document Type


Degree Name

Master of Arts (MA)


Department of Graduate Psychology


Jessica Irons


The purpose of the current study was to investigate the effects of alcohol priming and alcohol-related cues on subsequent alcohol preferences. Researchers assigned randomly 35 university students to 1 of 3 conditions: alcohol delivered in a red disposable plastic cup (AC; alcohol cue; n = 12), alcohol delivered in a cafeteria cup (AN; neutral cue; n = 11), or alcohol placebo (P; n = 12) delivered in a red disposable plastic cup. Participants consumed their assigned beverages, and then completed the Multiple Choice Procedure (MCP), a procedure that allows participants to make discrete choices between a standard alcoholic beverage and increasing amounts of a concurrently available alternative monetary reinforcer. Although the primary analysis revealed conditions (AC, AN, P) did not differ significantly with respect to MCP crossover point (p > .05), a hierarchical multiple regression analysis revealed a model with alcohol estimation entered at step 1, condition entered at step 2, and conditionXalcohol estimation entered at step 3 explained 30.5% of the variance in MCP crossover point (p = .05). Findings suggest that substance-related cues may be important for understanding alcohol preferences.