Examining the effect of perceived availability on craving for alcohol: A quasi-experimental approach

The impact of contextual cues in motivating alcohol and other drug use may be influenced by the perceived availability of the substance. This study examined the relationship between perceived availability and alcohol cue reactivity using a quasi-experimental design that harnessed the legal age of alcohol availability in the United States. Participants were 95 (76% male) heavy drinkers in a 2 × 2 between-subjects quasi-experimental design, crossing cue exposure (alcohol cues vs. neutral cues) and availability information (ages 19–20 [unavailable] versus ages 21–22 [available]). The results indicated significant main effects of cue type, with alcohol cues eliciting significantly larger increases in subjective urge to drink and positive affect, as well as increased consumption of placebo alcohol. Moreover, a significant main effect of availability information was detected, with unavailability information generating a greater urge to drink. Potential mechanisms underlying this effect and future directions are discussed.