The perceived positive and negative outcomes of alcohol use were studied in a sample of normal 8th and 10th grade students. Participants' responses provided associative frequency norms valuable for future research. Regression analyses showed (1) none of the individual-difference variables (alcohol use, exposure to vicarious sources of alcohol information, such as televised advertising, and demographics) predicted self-generated responses, and (2) alcohol use and first-hand observation of others' drinking did predict the valence respondents assigned to the outcomes. Results support and extend the findings of Stacy, Galaif, Sussman, and Dent [Psychology of Addictive Behaviors 10(1) 1996 18], wherein self-generated drug use outcomes appeared to be available in memory regardless of previous drug use or other individual differences.