“…Moreover, gender composition of drinking groups can alter alcohol consumption experiences (Bot et al, 2005; Room, 1996; Rosenbluth et al, 1978; Sykes et al, 1993). The interplay between individual and group-member gender may influence the drinking experiences of individuals who believe they are consuming alcohol, even when they are in fact consuming non-alcoholic beverages.Consequently, gender warrants consideration in assessing efficacy of placebo manipulation in group contexts.In addition to gender, a variety of traits (e.g., alcohol expectancies, extraversion, impression management, sensation seeking, drinking history, and self-consciousness) (Christiansen et al, 1989; Fairbairn et al, 2015; Hull et al, 1986; Sayette et al, 1990; Scott and Corbin, 2014; Viken et al, 2003) and temporary states (e.g., stimulation, mood) (Marczinski, 2011; Swendsen et al, 2000) have been associated with problematic alcohol use and response to drinking.To date, gender and many other individual differences that might influence placebo responding in a social context generally have not been evaluated, in part due to the absence of placebo group studies offering sufficient power to provide sensitive tests…”