Alcohol desire influenced by memory recollection and personality

Alcohol use is driven not only by environmental cues but also by individual differences in motivational style. Recent work has demonstrated how memory cues can reduce subsequent desire for alcohol, yet it remains unclear how personality traits shape this effect. To address this, we recruited male and female participants ( N = 169) who completed the behavioural inhibition/approach system (BIS/BAS) scales and were then cued to recall either a previous alcohol drinking episode and estimate the number of alcohol calories consumed (Alcohol Cue, AC) or a control (Neutral Cue, NC). They then rated their desire for alcohol (DAQ). Findings revealed lower desire for those in the AC compared to NC group and separately, a positive association between alcohol desire and BAS and particularly BAS-Drive. We further found that a measure of residual BAS (BAS less BIS) was positively related to desire but did not moderate the effect of memory cue. These findings suggest that being reminded of a previous drinking episode can exert a modest but consistent influence on alcohol desire. • Memory of a recent drinking episode reduced alcohol desire in males and females. • Increases in Behavioural Approach System (BAS) increased alcohol desire. • BAS did not moderate the effect of the alcohol memory cue. • Memory cues could offer a simple method of reducing alcohol desire.