"They intend to get intoxicated," says psychologist E. Scott Geller, director of the Center for Applied Behavior Systems at
Virginia Tech.
"We have shown in several studies that their intentions influence their behavior. If they intend to get drunk, it's difficult to stop that."
"We thought if we could demonstrate to students that their performance deteriorated under alcohol, they would be convinced that their alcohol consumption has put them at risk," Geller says. But "knowing that one is impaired, physically and even emotionally, did not seem to reduce alcohol consumption."
Researchers even tried using Breathalyzers at parties and bars to show students their blood alcohol content.
"It actually encouraged them to drink more," says Geller, whose research team presented findings earlier this month at the annual meeting of the American Psychological Association in Washington, D.C.