"This would be better drunk": alcohol expectancies become more positive while drinking in the college social environment.

The current study examined whether drinking and/or presence in the college social environment led to augmented positive alcohol expectancies among college students (N=225). Participants were approached during popular drinking nights as they exited events at which alcohol was consumed or in front of their residence as they returned home. Participants completed a brief questionnaire that included an assessment of demographics, breath alcohol concentration (BrAC), and positive expectancies. Within 48 h of baseline assessment, participants received via email a follow-up survey that re-assessed positive expectancies while sober. Positive sexual expectancies were more strongly endorsed while drinking in the college social environment for both males and females, while males also reported heightened liquid courage expectancies. In addition, positive expectancies were more strongly endorsed at higher doses of alcohol for males but not females. These findings suggest that interventions which seek to prevent alcohol abuse by targeting alcohol expectancies may wish to challenge positive expectancies in naturalistic college social settings.