Prior research indicates that many young people associate substance use with immediate pleasures and rewards, including kicks, thrills, excitement, or relief from psychic pain. Moreover, the anticipation of such rewards appears to represent a significant motivating force behind adolescent substance use. Yet, while substance use is rewarding and reinforcing for many young people, the reward potential of drugs/alcohol appears to be highly variable across individuals. For instance, some youths do not associate substance use with pleasurable effects and this fact requires explanation. In this paper, the writer proposes an integrated theoretical model that attempts to account for individual variation in the reward potential of drugs and alcohol. It is argued that this model may also help to predict the future behavior of adolescent substance users. Data from a large survey of adolescents are used to conduct an initial test of the proposed model. The implications of the findings for theory and research are discussed.
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