The objective of this study was to develop new standardized alcohol-associated cues and assess their effects on brain activation with functional magnetic resonance imaging (fMRI). Pictures of alcoholic and neutral beverages and affectively neutral pictures were presented to 44 abstinent alcoholics and 37 age-matched healthy control subjects. We assessed the skin conductance response, and the elicited arousal and valence. Alcoholics and control subjects did not differ in arousal, valence or skin conductance response evoked by alcohol-associated and affectively neutral stimuli, while nonalcoholic beverages were rated as more unpleasant and arousing by alcoholics compared with control subjects. In the fMRI pilot study, alcohol and abstract pictures were presented to six abstinent alcoholics and induced a significant activation of brain areas associated with visual emotional processes such as the fusiform gyrus, parts of the brain reward system (basal ganglia and orbitofrontal gyrus) and further brain regions in the frontal and parietal cortices associated with the attention network. These observations suggest that standardized pictures of alcoholic beverages can be used to assess brain circuits involved in the processing and evaluation of alcohol cues.

Abstinent alcoholics often denycraving for alcohol but still show a high level of relapse. The eyeblink response to startling noise was used as an indicator of the emotional response to alcohol-related, positive, negative and neutral visual stimuli in abstinent alcoholics, social drinkers and rarelydrinking controls. The cognitive evaluation of the stimuli was assessed byratings of subjective craving, valence and arousal. The startle response of the alcoholics to alcohol-related stimuli was significantlyinhibited despite an aversive overt stimulus-evaluation. These findings indicate that alcohol-related stimuli mayhave appetitive incentive salience for alcoholics in spite of verbal reports of craving and valence to the opposite.

Exposure to the sight and smell of food influences our momentary desire to consume it. This study explored the process by which cue exposure promotes greater consumption of food. Three hypotheses were explored, cue exposure: (i) increases the planned consumption of food; (ii) increases tolerance of larger portion sizes; (iii) arrests the development of satiety. Female participants (n 50) were each tested in two conditions. In a ‘cue condition’ they were exposed to the sight and smell of pizza for 60 s. Before and after this period they provided information about prospective and maximum tolerated portion sizes and their desire to eat pizza and other non-cued foods. Participants then consumed a fixed portion of pizza, rated their hunger and were finally offered ad libitum access to pizza. In the ‘no-cue condition’, cue exposure was replaced with a cognitive task. Cueing had little effect on tolerance of larger portion sizes or on hunger after consuming the fixed portion. Instead, it increased prospective pizza portion size and subsequent intake of pizza. Together, these results suggest that cueing increases the amount of food that people actively plan to eat. This plan is then executed, leading to greater intake. Pizza cueing also increased prospective portion size of other foods. Thus, contrary to previous reports, effects of exposure may generalise to other foods. Finally, we found evidence that restrained eaters are less ‘cue reactive’ than unrestrained eaters. In future, our approach might be adapted to consider whether heightened ‘cue reactivity’ represents a risk factor for obesity.