“…In addition, residential laboratory studies convincingly demonstrated that alcohol consumption was sensitive to increases in response cost and the presence of alternative reinforcers (e.g., Bigelow et al., ; Griffiths et al., ; Sanders et al., ; for a review, see Bigelow, ), key predictions from operant theory. Using self‐report measures, it is also clear that alcohol has both positively reinforcing properties that enhance an experience (e.g., stimulation, self‐perception, social enhancement, gustatory properties) and negatively reinforcing properties that remove unpleasant experiences (e.g., anxiolysis, alleviation of depression) (Carey and Correia, ; Corbin et al., ; Darkes et al., ; Herschl et al., ; Kuntsche et al., ). Importantly, these different forms of positive and negative reinforcement are not mutually exclusive and operate concurrently, reflecting an individual's underlying motivational schemata for alcohol reinforcement.…”