The author reports on a study that examined the effects of social influence on the initiation, maintenance, and termination of drinking in a group of four men who were chronic alcoholics. These men made decisions in a group setting about alcohol and cigarette use for which they earned reinforcement points redeemable for drinks and cigarettes during the study or for money at its end. Decision making delayed the initiation of drinking and tended to lower overall alcohol consumption during a period of prolonged drinking but was not effective in inducing early termination of the drinking episode. Mood disturbances, physical symptoms, and psychopathology became more pronounced when the amount of alcohol consumed increased. The extent of decision making changed during times of high motivation for drinks or cigarettes; these decisions were mainly a function of individual leadership. In the light of these findings, the author discusses the possible utility of the group decision-making model as a tool for the treatment of alcoholism.Abstract Teaser