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Developed a questionnaire from interviews with 125 15–60 yr old individuals of diversified drinking backgrounds. Responses from an additional 400 Ss were used to refine the questionnaire, and the refined version was administered to 440 nonalcoholic Ss. The 6 independent expectancies extracted were that alcohol transforms experiences in a positive way, enhances social and physical pleasure, enhances sexual performance and experience, increases power and aggression, increases social assertiveness, and reduces tension. Canonical variate analysis clarified relationships between these factors and Ss' customary alcohol use and demography. The more global factors were related to light consumption, while an increased expectation of sexual and aggressive behavior was found in heavier-drinking.
Brown et al. (Fri,) studied this question.