Subjective responses to alcoholic and non-alcoholic beverages by alcoholic respondents

Changes in the subjective response to alcohol following electrical aversive conditioning have been studied through the use of the semantic differential (Costello, 1974; Costello et al., 1974a, 1974b; Hallam et al., 1972; Miller et al., 1974; Miller et al. 1973). As pointed out by the Costello group and by Kaplan (1972) there are several problems with this technique. The midpoint of the 7-point scale may be psychologically impossible to define if the subject does not perceive the adjectives pairs as mutually antagonistic. It is frequently assumed that the adjective pairs are bipolar, based on the original work of Osgood et al. (1957). Recent evidence (Costello, 1974; Costello et al., 1974a, 1974b) has demonstrated that the scales used by Hallam et al. (1972) were in fact, not bipolar.The stimuli used by Costello and coworkers were an alcoholic and a non-alcoholic slide, following the work of Hallam et al. (1972). Recent studies (Miller et al., 1974; Miller et al., 1973; Wilson, 1973) have utilized rating the taste of real alcohol, as opposed to slides, in order to measure the effectiveness of behavioral therapies in alcoholism. The subject is asked to taste several beverages, some of which have alcohol, and rate the taste of each drink on a set of semantic differential adjective pairs. Miller et al. (1974), found that while the actual amount of pre-therapy alcoholic beverage consumed predicted which subjects did better at 6 months outcome, the semantic differential ratings did not. One reason might have been that the scales were not bipolar and thus the semantic measurement was highly unreliable.The purpose of the present study was to replicate the Costello studies, using real beverages, alcoholic and non-alcoholic as the stimuli.