Information stored in memory prepares people for the circumstances they encounter.  Otherwise, every moment would be an entirely new experience requiring thought and planning.  This type of information is called “expectancies” and is believed  to operate more or less “automatically” — that is, without conscious thought.

 It is becoming increasingly clear that expectancies play an important role in alcohol use and related problems.  Expectancies about the effects of alcohol are highly related to individual drinking habits. Individuals with strong positive alcohol expectancies drink more and are at greater risk for problem drinking patterns.

Children begin to acquire alcohol expectancies at a very young age (perhaps as young as 3 or 4 years old).  In early childhood, alcohol expectancies tend to be negative (e.g., alcohol makes one sick, mean, and argumentative).  However, by fifth and sixth grade, these expectancies turn positive, focusing on the arousing and positive effects of alcohol use (e.g., alcohol makes one social, happy, and sexy).  Thus, alcohol expectancies are largely positive by the time experimentation with alcohol begins.

 All children in our culture develop alcohol expectancies whether or not they have had any personal experience with consum­ing alcoholic beverages.   When these expectancies are strong and positive, individuals are more likely to begin drinking early in adoles­cence and to get into difficulties with alcohol use.  Researchers are now studying methods to alter children’s alcohol expectancies and thereby to decrease the risk of early onset of use and abusive drinking.

Dunn ME, Goldman MS.  1998.  Age and drinking-related differences in the memory organization of alcohol expectancies in 3rd-, 6th-, 9th-, and 12th grade children.  J Consult Clin Psychol 66(3): 579-85.