Initiation

• Positive Reinforcement


  Alcohol activates the brain’s dopamine reward system. Alcohol molecules are able to attach to the neurons in the ventral tegmental area (VTA). This creates a sense of pleasure.

  The individual may also be in the environment where they receive rewards for drinking. This pleasure/praise reinforces the drinking.

  An individual may observe others enjoy/receive rewards for drinking so therefore copy the behaviour.
• Negative Reinforcement


  Some people begin drinking as a way to escape stress in their lives

  They avoid stress by drinking which negatively reinforces the behaviour