This study examined how emotional and physiological responses to pictures of alcoholic or nonalcoholic beverages vary as a function of motivational type and alcohol use. The authors used the limited capacity model of motivated mediated message processing to guide predictions and the motivational activation measure to measure the reactivity of participants' appetitive and aversive motivational systems. Participants viewed and rated 9 pictures of alcoholic beverages and 9 pictures of nonalcoholic beverages. Facial electromyography data were collected during viewing. Overall results show that heavy users respond both more positively and more negatively to pictures of alcoholic beverages than to pictures of nonalcoholic beverages, whereas light users respond more positively overall and more positively to pictures of alcoholic beverages than to pictures of nonalcohol beverages. In addition, heavy use predictably reverses the response predicted by motivational type.
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