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Abstract
Psychological expectancies regarding the use of alcohol may often be more powerful than pharmacological effects. Studies focusing on alcohol expectancies and the male sexual response are reviewed. Males who believe they consumed alcohol show increased arousal to deviant stimuli (rape, violent erotica) compared to males who are told to expect no alcohol. Sex guilt may mediate these effects. This research, and widely held cultural beliefs that portray alcohol as an aphrodisiac, may lead many males to employ alcohol as a “cure” for sexual dysfunctions. Suggestions are included to enable sex therapists to uncover and dispel these myths in their male clients.