Perceived Positive Reinforcements of Alcohol and Energy Drink Use

Background: Alcohol has long been used by college students as a ‘social lubricant' due to its ability to decrease inhibitions. Since the introduction of energy drinks (EDs), they too, have been used by college students to decrease inhibitions and increase confidence. The combination of alcohol and EDs results in a dangerous phenomenon known as ‘the wide-awake drunk,' where the body experiences the depressant effect(s) of alcohol but the user does not perceive them due to the stimulant effect(s) of the ED, often resulting in fallacious perceptions, health-risk behavior(s), and reinforcement for use.

Purpose: To uncover perceived positive reinforcements (PPR) in/between students who consume beverages containing alcohol only (Alcohol-Only Users; AOUs) and those who combine alcohol with EDs (Combined Users; CUs).

Methods: An online survey containing the Positive Drinking Consequences Questionnaire (PDCQ; used to measure PPR) and questions regarding ED usage/patterns was completed by 540 students at a large Midwestern university.

Results: Independent samples t-test revealed a significant difference in PPR between CUs (M = 32.91 ± 10.13) and AOUs (M = 29.35 ± 10.00); t (352) = 3.30, p < 0.001 (two-tailed). CUs also scored higher than AOUs on the PDCQ.

Conclusions: This study suggests that the PPR behind drinking behavior(s) is different between CUs and AOUs, and that CUs derive more PPR (e.g. decreased perceived social anxiety, increased perceived pleasure from sex, etc.) than AOUs. Knowing this, health educators can now develop/implement effective programs specifically addressing perceptual fallacies and PPR to decrease the dangers associated with all types of alcohol consumption.