Although the Tension Reduction Hypothesis (TRH) of alcoholism has been the most popular explanation for alcohol abuse to date, the research addressing this model has provided tenuous support at best. In light of this contradictory support, a coping model of alcohol consumption is proposed. This model is based on the low self-image of alcoholic-prone subjects. Alcohol is hypothesized to serve as a palliative coping method of reducing the distress associated with stressful situations of a personal evaluative nature. This is thought to be accomplished via alcohol's ability to impair the processing of information regarding the self. Thus, behavior or performance in evaluative situations is no longer perceived as distressful since it is disassociated with self-image. This then negatively reinforces drinking behavior. Future implications of this model of alcoholism are discussed. (Author)