Two questionnaire studies evaluated the effects of gender and drinking experience on dose-related alcohol expectancies. In Study 1, the Southwick et al. (1981) expectancy measure was administered to 173 students and no gender differences were found. Consistent with earlier work, increased
drinking experience was associated with expectation of more stimulation and pleasure from a moderate alcohol dose. A moderate dose was associated with expectation of more stimulation, more pleasure, and less impairment than a high dose. In Study 2 (n = 174). the instrument was modified
to assess alcohol expectancies about a male or female target person. Expectancies about alcohol's effect on the target were determined by both gender of subject and gender of target. Female subjects expected alcohol to produce more stimulation and pleasure for the target person than male
subjects expected. The female target was viewed by all subjects as experiencing less stimulation. Male and female subjects disagreed in their perceptions of how much pleasure the female target derives from drinking. As with self expectancies, subjects perceived that alcohol has biphasic effects
on others. Implications for social drinking interactions are discussed.