There is compelling evidence to support that the neuropharmacology of oxytocin (OT) warrants further investigation as a potential therapeutic agent for addiction. To that end, the link between OT and dopaminergic pathways, with respect to motivated behaviors such as drug and social reward, is important to establish as a mechanism. Although preliminary clinical findings suggest a role of OT to treat withdrawal in alcoholic individuals, there is no direct human evidence on the effects of OT administration on dopamine release. Additionally, there is no direct human evidence on the effects of OT on the subjective response to alcohol. There have been no studies investigating the differential effect, if any, of OT, on the neurobehavioral response to various rewarding stimuli including alcohol, food and social reward. We propose, therefore, to investigate whether intranasal administration of OT is able to significantly reduce subjective response to alcohol, alcohol cue-induced craving and self-administration, as well as to examine the neural response to social, alcohol and food stimuli.