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There are many theories about why individuals engage in heavy alcohol consumption. One general theory psychologists refer to is called the Dual Process Model. It holds that people have two different systems for processing information. The impulsive system automatically (quickly) evaluates stimuli in the environment in terms of emotion, and motivation, and (again quickly) pushes the individual to move toward or away from the stimuli. Alternatively, the reflective system focuses on long-term goals and personal standards but it is slower acting and requires more effort or energy. These two systems constantly battle for supremacy. In the case of drinking, if the impulsive system wins out an individual will likely consume cocktail after cocktail because the drink tastes good, or makes the person feel good. If the reflective system wins out, the individual will likely consume less, or not at all, knowing that in the long-run they will be healthier and happier if they avoid such excess.
The ability of the reflective system to win out, or override automatic impulses and maintain goal-directed action, is accomplished by, what psychologists call, executive functioning. Executive functioning includes a host of different cognitive functions such as planning, attention control, working memory (the ability to maintain and manipulate information), and response inhibition (the ability to override impulsive responses). Unfortunately, research has shown that these executive functions are often impaired in chronic drinkers. First, individuals who start out with poorer executive functioning are more prone to become chronic drinkers if they associate alcohol with feeling good. Even more, excessive drinking has been shown to further impair executive functions. This means that the more one drinks the harder it will be for them to stop drinking.
Though this sounds pretty dire, there have been a host of recent studies showing that executive functions like working memory and response inhibition can be trained. That means with practice people can become better at tipping the scale in favor of their long-term goals (the reflective system), rather than their automatic temptations (the impulsive system). Researcher Katrijn Houben and colleagues at Maastricht University and the University of Amsterdam, tested whether training executive functions, specifically working memory, could boost the supremacy of the reflective system, and thus help heavy drinkers to consume less alcohol.