Objective: Attributions regarding alcohol treatment research protocols infl
uencing clinical outcomes have persisted for more than 25 years. Although w
ell-designed alcohol treatment outcome studies typically involve frequent,
and often comprehensive, research assessment protocols, procedures are seld
om in place to control or account for possible subject reactivity to the re
search protocol. This article presents a theoretical basis for a relationsh
ip between research protocols and treatment outcomes. Method: The article r
eviews the relevant alcohol treatment outcome literature and presents a "we
ight of evidence" regarding subject reactivity effects and alcohol treatmen
t outcome research assessment protocols. Also, the FRAMES (feedback, respon
sibility, advice, menu, empathy and self-efficacy) model was coupled with s
elf-regulation theory to provide a theoretical explanation of how research
assessment protocols might contribute to clinically relevant behavioral cha
nge. Results: Researcher attributions, empirical investigations and theoret
ical considerations all provide evidence that is consistent with the existe
nce of subject reactivity to research assessment protocols. Conclusions: Re
commendations are made regarding interpretation of data collected as part o
f an alcohol treatment outcome study, control of potential subject reactivi
ty confounding variables and directions for future research.