The concept of “alcohol myopia” defined as increased use of alcohol in the face of increased negative consequences of use, was examined in freshman college women with and without sorority pledge status. Increased use of alcohol and “alcohol myopia” were present in the sorority pledge group, but alcohol use was the mediating factor for alcohol myopia, and both groups showed the anomalous myopic behavior as alcohol use increased. The sorority pledges reported increased interest in general activity and social activity, but this interest was not related to alcohol consumption. The findings do not support use of negative information regarding alcohol as a necessarily effective means of reducing alcohol intake in college women, but findings are encouraging with respect to the lack of relationship between interest in social activity, alcohol intake, and myopia. Reprinted by permission of the publisher.