The British and other ambivalent drinking cultures believe that alcohol is a disinhibitor, and specifically that it makes people amorous or aggressive, so when in these experiments we are given what we think are alcoholic drinks - but are in fact non-alcoholic "placebos" - we shed our inhibitions.
We become more outspoken, more physically demonstrative, more flirtatious, and, given enough provocation, some (young males in particular) become aggressive. Quite specifically, those who most strongly believe that alcohol causes aggression are the most likely to become aggressive when they think that they have consumed alcohol.
Our beliefs about the effects of alcohol act as self-fulfilling prophecies - if you firmly believe and expect that booze will make you aggressive, then it will do exactly that. In fact, you will be able to get roaring drunk on a non-alcoholic placebo.
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