Extensive documentation exists which firmly establishes the high use rates and disastrous consequences of alcohol consumption by university students. Use rates for this population have been linked to attitudes toward alcohol consumption, especially alcohol expectancies. Research to date on alcohol expectancies has shown differences in expectancies among various groups. However much of this research has been conducted without a theoretical basis, accomplishing little in explaining how beliefs and drinking behavior are related. The investigation was designed to explore the relationships among and between early recollections and alcohol expectancies and to explore how the contents of early recollections function in relation to expectancies in terms of alcohol consumption patterns among three groups of college males (student-athletes, fraternity men, and independents). The content of individuals' early recollections was analyzed and compared to expectancies and consumption rates for each of the three groups. The study addressed seven hypotheses regarding alcohol consumption rate comparisons, comparisons of consequences experienced as a result of alcohol consumption, comparisons of alcohol expectancies, and comparisons of reported content of early recollections. Multiple regression analysis was utilized to test the extent to which select early recollections and alcohol expectancy scores contributed to the explained variance in alcohol consumption patterns.