Does cue context matter? Examining the specificity of cue-related activation of positive and negative alcohol expectancies

Consistent with the Encoding Specificity principle, positive alcohol expectancies may be activated by cues in drinking contexts because they are more closely associated with these cues in memory than are negative expectancies. However, there is little research examining the specificity of cue-induced alcohol expectancy activation. This study investigated the relative activation of positive and negative expectancies in response to positive and negative cue contexts. We also examined whether these effects were stronger for heavier and more problematic drinkers. College student drinkers were randomly assigned to listen to vignettes describing either positive or negative drinking scenarios (cue exposure). Participants also completed an implicit measure of alcohol expectancy activation (modified Stroop task) both before and after the cue exposure, as well as self-report measures of alcohol use and alcohol-related problems. We found that alcohol-related problems moderated the effects of cue condition on expectancy activation, such that specific activation of positive relative to negative expectancies in response to positive cues was observed only for drinkers with higher levels of alcohol problems. No differences in activation of positive versus negative expectancies were observed for more problematic drinkers in the negative cue condition or for less problematic drinkers in either cue condition. The results are partially consistent with the Encoding Specificity principle, showing that positive contextual cues can selectively activate positive alcohol expectancies for more problematic drinkers. Findings may have implications for interventions that target automatic expectancy processes, suggesting potential utility in targeting specific expectancies in specific contexts.