SARA MCMULLIN, PHD
Cognitive Neuroscientist & Quantitative Psychologist
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Dr. Sara McMullin is fascinated by why people make the choices they do—especially under stress, uncertainty, or risk. Drawing on over a decade of experience in behavioral science, she uses a broad toolkit of methods, including survey research, experimental design, digital health, physiology, and remote monitoring, to uncover the hidden patterns behind real-world decision-making.
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Her research blends rigorous methodology with practical impact, translating complex data into insights that improve health, inform interventions, and guide policy. From understanding risky behaviors to designing patient-centered digital health solutions, Sara’s work bridges the gap between science and real-world solutions.
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Beyond the lab, she is dedicated to mentoring the next generation of researchers, making science accessible, and turning behavioral insights into meaningful change.
We all know alcohol carries risks—even in moderation. Long-term research confirms it lead to contribute to liver disease, cancer, and cardiovascular problems (Zhao et al., 2023). Public awareness is growing: a recent Gallup survey found that over half of Americans now say moderate drinking is risky (Gallup, 2025). Yet despite this knowledge, many of us continue to drink. Why?
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Awareness Isn’t Enough
Simply knowing a behavior is risky doesn’t automatically lead to change. People continue harmful behaviors like inactivity or vaping, despite understanding the consequences (Burgess et al., 2022; Latimer et al., 2023). For alcohol, the challenge is partly that the harms are often in the future, while the benefits—stress relief, social connection, or routine—are immediate and tangible (Livingston et al., 2023; Rinker et al., 2024). In other words, the brain values today’s reward more than tomorrow’s risk.
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How Beliefs Shape Decisions
Health psychology offers frameworks to understand this gap. The Health Belief Model (HBM) suggests people are more likely to act when they:
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Feel personally at risk,
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Believe the consequences are serious,
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See clear benefits to change, and
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Face minimal barriers (Rosenstock, 1974; Janz & Becker, 1984).
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Even when adults acknowledge alcohol risks, they often rate the benefits—relaxation, social bonding, or stress relief—higher than the abstract idea of future harm (Shakeshaft et al., 2023; Courtney & Martens, 2022). Barriers like peer pressure or habit make it even harder to follow through.
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The Theory of Planned Behavior (TPB) adds another layer, emphasizing social norms and perceived control (Ajzen, 1991). You might want to skip drinks at a party, but if everyone around you is drinking, social pressure can be overwhelming (Cooke et al., 2016; Hale et al., 2023). Even strong intentions can be undermined by the social environment.
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Habits and Automatic Behavior
Many drinking behaviors are automatic. Reaching for a glass after work or drinking when stressed often happens without thinking (Wood & Rünger, 2016; Neal et al., 2022). Research during the COVID-19 pandemic showed that stress and routine disruptions influenced drinking patterns more than awareness of risk (Tran et al., 2022).
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Breaking habits isn’t easy. It requires noticing triggers, creating alternatives, and reinforcing new routines over time. Swapping an after-work drink for a quick walk or mindfulness practice, for instance, can slowly change the default response.
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Values, Motivation, and Identity
Recent research emphasizes aligning behavior change with personal values. When alcohol reduction is tied to what really matters—health, energy, relationships, or work performance—it becomes more compelling (Hallgren et al., 2023; Lee et al., 2023). Values-based motivation also helps navigate conflicting drives, like the desire to relax versus the desire to stay productive or healthy.
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For example, someone who prioritizes family time may choose to limit alcohol during weekdays, seeing the choice not as deprivation but as supporting their values. Making the benefits concrete and present-focused often has more impact than worrying about distant risks.
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Social and Cultural Context
Alcohol doesn’t exist in a vacuum. Cultural norms, traditions, and availability reinforce drinking habits, while supportive communities can make moderation easier. The rise of the “sober curious” movement shows how new social norms can encourage alcohol reduction (de Visser & Nicholls, 2023; Anderson et al., 2021). Choosing supportive environments and friends who respect your choices can make a real difference in sustaining change.
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Emerging Tools
Science is also providing practical tools. Medications like semaglutide, originally developed for diabetes, show potential in helping reduce alcohol intake (Kalafateli et al., 2024). Coupling such tools with values-based strategies, habit planning, and supportive communities maximizes the chances of success.
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Putting It All Together
Understanding alcohol’s risks is important—but not sufficient. Real, lasting change usually requires a combination of:
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Cognitive strategies: awareness, risk appraisal, and confidence in your ability to change.
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Behavioral strategies: breaking habits, planning alternatives, and tracking progress.
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Values-based motivation: connecting actions to what truly matters to you now.
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Social and environmental support: choosing communities and norms that reinforce your goals.
By addressing these overlapping factors, reducing alcohol use becomes less about restriction and more about living in alignment with your values—making healthier choices feel both achievable and meaningful.
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Use the table below to help you think through any health behavior you would like to change!
Recent Work
How does our perception of our own health change over time?
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How do we perceive our past health and our future health?
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How accurately do our perceptions of past and future health reflect what we actually thought at those times?
