The present study examined cognitive and attitudinal factors relevant to binge-drinking tendencies in a college sample. Results indicate that positive expectations about binge-drinking activities were related to binge-drinking tendencies. Binge-drinking tendencies were also negatively related to expectations regarding nonbinge-drinking alternatives. General attitudes toward drinking and normative influences were found to have complex influences on binge-drinking tendencies involving indirect, direct, and moderated effects. The findings are discussed with respect to developing prevention programs.