Alcohol is the most widely abused substance among America's youth (Department of Health and Human Services, 2007). A significant portion of alcohol abuse occurs in college. College is often symbolized by a tradition of drinking that is entrenched in every level of a student's environment. The purpose of this study was to examine alcohol expectancies of college students. This study compared alcohol expectancies between sophomore, junior, and senior students and how these expectancies vary across gender and ethnicity. The participants of this study were selected from a large, research university in the southeastern United States that serves approximately 25,000 students. The participants consisted of 310 sophomore, junior, and senior students (103 males and 207 females) enrolled in physical activity and wellness courses in the fall 2011 and spring 2012 semesters. Expectancy and valuation were measured by using the Comprehensive Effects of Alcohol (CEOA) questionnaire. The instrument is comprised of 76 items and three demographic questions. The study investigated the relationship between class standing, gender, and ethnicity and alcohol expectancy and valuation. A one-way multivariate analysis of variance was used for each of the three research questions. The MANOVA result revealed there is not a statistically significant effect of class standing on expectancy and valuation. There is no relationship between class standing and expectancy and valuation. The MANOVA result revealed there is a statistically significant effect of gender on expectancy and valuation. Male and female college students have different alcohol expectancies and valuations. The MANOVA result revealed there is a statistically significant effect of ethnicity on expectancy and valuation. But there is something to note about the significance ethnicity has on expectancy and valuation. The variable "others" was created to combine the varying ethnicities (African-American, Hispanic/Latino, American-Indian, and Asian). If these ethnicities were separated, ethnicity would not have had an effect on expectancy and valuation. Combining these races into "others" provided a stronger result than separating each race individually. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]