Exposure to images of alcoholic beverages and social contexts on alcohol cravings, motivations, attitudes, approval, and behaviour – A cue reactivity experiment

• The randomized experiment tested image cues of beverages on alcoholic outcomes.
• Social drinking compared to beverage-only condition caused stronger alcohol cravings.
• Visual cues depicting social drinking triggered alcohol-related outcomes.
• Exposing people to alcoholic beverage cues can impact alcohol-related cravings and outcomes.
• The study helps to understand the social mechanisms for people’s reactivity to alcohol. (Source: Science Direct)

And Big Alcohol not only know this but trade off it!

Also see: Drinking Harder When Ya Happy – If the Environment Promotes Young Adult Bingeing?