Approach and avoidance motivation for alcohol are relatively independent, and they operate in both automatic (or implicit) and controlled processes. In this study, we adapted methods previously used in the appetite literature and implicitly primed an alcohol-related motivational orientation (approach or avoidance) in order to investigate its influence on the opposing motivational orientation, in a group of non-dependent heavy drinkers. | Implicit priming of conflicting motivational orientations in heavy drinkers
