Objective: This research tested the hypothesis that behavioral standar
ds in a drinking situation are learned. Method: Two groups of male soc
ial drinkers (N = 12) were reinforced with verbal feedback (FB) for ma
tching either a ''sober'' (S) or an ''intoxicated'' (I) behavioral sta
ndard under repeated doses (0.62 g/kg) of alcohol. The criterion measu
re was time to perform a trial on a psychomotor tracking task. A fast,
efficient time(115 seconds) defined the S standard. A slow, inefficie
nt time (150 seconds) defined the I standard. The behavioral effect of
standards was tested during a final FB training session under alcohol
, and during retention under a placebo and under alcohol, with FB abse
nt. Results: S and I groups approximated their respective standards wh
en reinforced, and these standards were retained when reinforcement wa
s subsequently withheld. Under placebo, Group S displayed sober perfor
mance comparable to their drug-free baseline, whereas Group I's perfor
mance was significantly impaired. These group differences remained sig
nificant under alcohol, and the drug effect impaired each group's perf
ormance to a similar degree. Conclusions: Prior reinforcement of a sta
ndard under alcohol can lead to the display of that standard when alco
hol is expected or received. The consistent difference in the groups'
performance under placebo and under alcohol suggests that learned stan
dards may add an effect on behavior in a drinking situation that is di
stinct from the drug effect. Retention of group standards under alcoho
l in the absence of reinforcement confirms that these standards were l
earned and were not simply a response to situational demand.