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Product Description This digital document is a journal article from Addictive Behaviors, published by Elsevier in 2007. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser. Description: The impact of an incentive/reward intervention on college students' intoxication from alcohol consumption at fraternity parties was explored using a group-randomized trial. Participants included 702 college students (447 men, 225 women) attending fraternity parties in Blacksburg, VA. Six fraternities were randomly assigned to a control or experimental group, and each of these fraternities hosted two parties. The three fraternities in the experimental group hosted a baseline party first and then hosted an intervention party at which those having a blood alcohol concentration (BAC) level below 0.05 were entered in a $100 cash lottery. The three fraternities in the control group hosted two control (non-intervention) parties. For the experimental fraternities, mean BAC levels were significantly lower at the intervention parties (M=0.079) than the baseline parties (M=0.098) and the percentage of partygoers with a BAC below 0.08 was significantly higher at intervention parties (40.1%) than at baseline parties (30.6%). This field study supports the efficacy of differential reinforcement in controlling student intoxication at party settings.