Affective and physiological responses, interpersonal interaction, and alcohol consumption have been significantly correlated with cognitive factors in defining the behavioral effects of alcohol. To investigate alcohol reinforcement expectancies at the abusive end of the drinking continuum, 305 male and female adult alcoholics enrolled in alcohol treatment programs completed the Alcohol Expectancy Questionnaire, the Demographic Data Sheet, and the Customary Drinking Record. An analysis of the results showed that the reinforcing experiences expected from alcohol varied significantly with the topography of habitual drinking. Both the quantity/frequency of consumption and the social/physical context of drinking were related differentially to the expectancy patterns of alcoholics in a fashion which cannot be solely attributed to the pharmacologic effects of the drug. Specifically, individuals who drank in either a socially or physically impersonal context were more likely to attribute strong reinforcement characteristics to alcohol, while alcoholics who habitually drank at home or in the context of family members viewed alcohol in less positive terms. Those alcoholics limiting their consumption either to a maximum of four days per week or daily drinking in small quantities continued to view alcohol as possessing the strongest reinforcement properties. (BL)