A dual-process model of the alcohol-behavior link is presented, synthesizing 2 of the major social-cognitive approaches: expectancy and myopia theories. Substantial evidence has accrued to support both of these models, and recent neurocognitive models of the effects of alcohol on thought and behavior have provided evidence to support both as well. While proponents of these theories have not suggested that they are mutually exclusive views on how alcohol affects behavior, attempts to synthesize the 2 have been conspicuously absent. The dual-process model presented suggests that the alcohol-behavior link is better reconceptualized as involving a "preconsumption" and a "consumption" phase. This is achieved in the context of contemporary models of automaticity in social behavior, emphasizing the commonality of both controlled and automatic processes in drinking-related behavior. It is argued that a complete understanding of the alcohol-behavior link requires an appreciation of the ways in which the mind may become "intoxicated" even in the absence of alcohol consumption. Suggestions for further research in this area, testing the present dual-process model of the alcohol-behavior link, are also discussed.

Objectives: There is sparse evidence regarding the effect of alcohol‐advertising exposure on alcohol consumption among heavy drinkers. This study aimed to assess the immediate effects of alcohol‐promoting and alcohol‐warning video advertising on objective alcohol consumption in heavy‐drinking young adults, and to examine underlying processes. Design: Between‐participants randomized controlled trial with three conditions. Methods: Two hundred and four young adults (aged 18–25) who self‐reported as heavy drinkers were randomized to view one of three sets of 10 video advertisements that included either (1) alcohol‐promoting, (2) alcohol‐warning, or (3) non‐alcohol advertisements. The primary outcome was the proportion of alcoholic beverages consumed in a sham taste test. Affective responses to advertisements, implicit alcohol approach bias, and alcohol attentional bias were assessed as secondary outcomes and possible mediators. Typical alcohol consumption, Internet use, and television use were measured as covariates. Results: There was no main effect of condition on alcohol consumption. Participants exposed to alcohol‐promoting advertisements showed increased positive affect and an increased approach/reduced avoidance bias towards alcohol relative to those exposed to non‐alcohol advertisements. There was an indirect effect of exposure to alcohol‐warning advertisements on reduced alcohol consumption via negative affect experienced in response to these advertisements. Conclusions: Restricting alcohol‐promoting advertising could remove a potential influence on positive alcohol‐related emotions and cognitions among heavy‐drinking young adults. Producing alcohol‐warning advertising that generates negative emotion may be an effective strategy to reduce alcohol consumption. Statement of contribution: What is already known on this subject? Exposure to alcohol advertising has immediate and distal effects on alcohol consumption. There is some evidence that effects may be larger in heavy drinkers. Alcohol‐warning advertising has been found to have mixed effects on alcohol‐related cognitions. What does this study add? Among heavy‐drinking young adults: Alcohol advertising does not appear to have an immediate impact on alcohol consumption. Alcohol advertising generates positive affect and increases alcohol approach bias. Alcohol‐warning advertising that generates displeasure reduces alcohol consumption.

This study reviews qualitative research into the sociocultural meanings and subjective experiences that midlife men in the United Kingdom (UK) associate with their drinking. In the UK, average weekly alcohol consumption is highest among midlife men, and they are disproportionately affected by alcohol harm. There is increasing recognition that public health messages to support behaviour change must be based on an in-depth understanding of drinking motivations and experiences. Systematic literature review of studies exploring motivations for and experiences of drinking among UK men aged 45-60 using qualitative methodology. Medline, PsycINFO and the Social Science Citation Index were used, along with manual searches of key journals, Google searches and a call for evidence. The Critical Appraisal Skills Programme tool was used to quality-assess papers. Thematic synthesis was used to combine and analyse the data. From 5172 titles and abstracts (1995-2018), 11 publications were included, representing 6 unique studies. Five themes were identified: 'Drinking Motivations'; 'Drinking Justifications'; 'Drinking Strategies and Control'; 'Social Norms and Identity' and 'Harm'. Motivations for drinking among midlife men were associated with relaxation, socialising and maintenance of male friendships. They justified drinking as a choice and emphasised their ability to meet responsibilities, which they contrasted with 'problem drinkers'. Social norms governed drinking behaviours as an expression of masculinity. This review highlights the significance of the meanings and social importance of alcohol consumption among midlife men. Interventions using information and guidance should consider these when aiming to effectively influence the way this group drinks.

Labels indicating low/light versions of tobacco and foods are perceived as less harmful, which may encourage people to consume more. There is an absence of evidence concerning the impact on consumption of labeling alcohol products as lower in strength. The current study tests the hypothesis that labeling wine and beer as lower in alcohol increases their consumption. Weekly wine and beer drinkers (n = 264) sampled from a representative panel of the general population of England were randomized to one of three groups to taste test drinks in a bar-laboratory varying only in the label displayed; Group 1: verbal descriptor Super Low combined with 4% alcohol by volume (ABV) for wine/1% ABV for beer; Group 2: verbal descriptor Low combined with 8% ABV for wine/3% ABV for beer; Group 3: no verbal descriptors of strength (Regular). Primary outcome was total volume (ml) of drink consumed. The results supported the study hypothesis: the total amount of drink consumed increased as the label on the drink denoted successively lower alcohol strength, BLin = .71, p = .015, 95% CI [0.13, 1.30]. Group contrasts showed significant differences between those offered drinks labeled as Super Low (M = 213.77) compared with Regular (M = 176.85), B = 1.43, p = .019, 95% CI [0.24, 2.61]. There was no significant difference in amount consumed between those offered drinks labeled as Low compared with Regular. These results suggest that labeling drinks as lower in strength increases the amount consumed. Further studies are warranted to test for replication in non-laboratory settings and to estimate whether any effects are at a level with the potential to harm health. ISRCTN15530806. (PsycINFO Database Record