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Given that college\u2010age young adults may fail to predict escalation of substance use, the present project explores the novel construct of <jats:italic>projected future demand<\/jats:italic> by college students who engage in heavy drinking and whether it can predict future alcohol use. During an initial session, participants completed a standard alcohol purchase task, a projected alcohol purchase task (i.e., \u201cthree months from now\u201d), and measures of past\u2010month alcohol consumption and associated risk. During a follow\u2010up session 3\u2009months later, participants completed another standard alcohol purchase task and measures of consumption and risk. We found that college students (<jats:italic>n<\/jats:italic>\u2009=\u200940) projected increases in demand for 3\u2009months in the future but did not exhibit subsequent changes in demand. In addition, measures of projected future demand were associated with subsequent alcohol use. However, when baseline alcohol use and risk were included as additional predictors, projected demand was not a unique predictor of future alcohol use. The current study signals the potential of novel measures of projected demand, which when contrasted with measures of current demand, may lend predictive utility on subsequent trajectories of alcohol use.<\/jats:p>","DOI":"10.1002\/jeab.70006","type":"journal-article","created":{"date-parts":[[2025,4,4]],"date-time":"2025-04-04T11:15:23Z","timestamp":1743765323000},"page":"389-399","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Projected alcohol demand in college students with heavy drinking"],"prefix":"10.1002","volume":"123","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1286-395X","authenticated-orcid":false,"given":"Rebecca","family":"Kurnellas","sequence":"first","affiliation":[{"name":"Cofrin Logan Center for Addiction Research and Treatment  Lawrence Kansas USA"},{"name":"Department of Psychology University of Kansas  Lawrence Kansas USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0009-0000-1893-9444","authenticated-orcid":false,"given":"Cassie","family":"Sutton","sequence":"additional","affiliation":[{"name":"Cofrin Logan Center for Addiction Research and Treatment  Lawrence Kansas USA"},{"name":"Department of Psychology University of Kansas  Lawrence Kansas USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8548-3627","authenticated-orcid":false,"given":"Brett","family":"Gelino","sequence":"additional","affiliation":[{"name":"Department of Psychiatry and Behavioral Sciences Johns Hopkins University School of Medicine  Baltimore Maryland USA"},{"name":"Behavioral Pharmacology Research Unit  Baltimore Maryland USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7590-9794","authenticated-orcid":false,"given":"Hailey","family":"Taylor","sequence":"additional","affiliation":[{"name":"Cofrin Logan Center for Addiction Research and Treatment  Lawrence Kansas USA"},{"name":"Department of Psychology University of Kansas  Lawrence Kansas USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5417-014X","authenticated-orcid":false,"given":"Aaron","family":"Smith","sequence":"additional","affiliation":[{"name":"Division of Biomedical Informatics University of Kentucky  Lexington Kentucky USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5854-3425","authenticated-orcid":false,"given":"Derek","family":"Reed","sequence":"additional","affiliation":[{"name":"Institutes for Behavioral Resources, Inc.  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