ABSTRACT
While some disagreement exists about specific approaches to treatment of alcoholism, most experts agree that an essential stage of the recovery process is “maintenance,” which begins the moment after the initiation of abstinence or control (Marlatt, 1985). From that point on, the alcoholic will be faced with a plethora of temptations, stressors, and the pull of powerful habitual behavior. Marlatt identifies a number of stressors, such as emotional states, social pressures, and temptations in the form of external stimuli, which include ads for alcoholic beverages.
