Sixty-four male normal drinkers participated in a study designed to assess the effects of alcohol, instructions that one has consumed alcohol, and rate of alcohol consumption on self-reports of affect and physiological sensations. Subjects were instructed that they would be consuming either an alcoholic or a nonalcoholic beverage, were actually administered either an alcoholic or a nonalcoholic beverage, and consumed their beverages at either a slow or rapid rate. The results showed that consumption of a moderate dose of alcohol induced positive affect and produced a variety of changes in physiological sensations. Instructions and consumption rate also selectively influenced some affects and sensations. These results suggest the need for controlling instructions and consumption rate in future research on alcohol's effects on affect and physiological sensations.
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