A cross-generational procedure was used to compare power relationships described by E. R, Service and R. L. Carneiro in their theories of social evolution. Every 20 minutes one member of each of three 4-person groups was removed and a new member added, for a total of nine generations. In all conditions the groups produced products that could eventually be exchanged for money. In the Service condition the products were retained or traded, and one group, Group B, was advantaged in terms of its centrality in the communication network, the diversity of its products, and the value of its products. In the Carneiro condition Group B was additionally advantaged by being able to confiscate the products produced by the two other groups, A and C. Comparison of the Service and Carneiro conditions thus involved a comparison of two types of power: mutual behavior control and fate control. The results indicated that although in both conditions Group B was perceived as the overall leader, total production was greater in the Service condition than in the Carneiro condition. This was true for Groups A and C and, consistent with an idle-rich hypothesis, was also true for Group B. Further results revealed interesting sex differences for the A and C groups within the Carneiro condition. The women engaged in less active resistance to Group B's power and developed a weaker seniority norm for in-group leadership.The present research has two general pur-then the more abstract concern with power poses. The first is to investigate the differ-mechanisms. ential effects of trading and confiscatory re-According to Service (1975), the first step lations between open groups. The second is on the social-evolutionary ladder results from to examine the differential consequences of an attempt by small bands, or villages, to the models, or theories, of social evolution manage problems of redistribution of goods proposed by Service (1975) and by Carneiro and services. Three such villages (A, B, and (1970). The latter purpose requires that we C) develop a more complex society, with one simulate generational transition in undevel-of the villages (B) being dominant, if three oped societies, whereas the former simply conditions exist. First, B must have both requires that we establish certain power re-more desirable goods and a greater range of lations between open groups. We will first goods. Second, B must be central in the cornconsider the social-evolutionary concern and munication network so that A and C can only trade via B. Third, there must be a circumscription of the three villages so that it is more This research was part of a larger project supported advantageous to reach a mutual accommo-Sc * nce Fo «n datioi » Gran <-#B T N . S dation than to leave the general area. SS£%SS 'hi Carneiro (1970) argues that military sub-

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In an experimental study of how beer commercials affect alcohol expectancies, 92 fifth graders watched 40 television ads that included either five beer commercials, five soft‐drink commercials, or five beer commercials plus two antidrinking messages. Afterwards, as an unrelated task, they completed the Alcohol Expectancy Questionnaire‐Adolescent Form (AEQ‐A; Christiansen, Goldman, & Inn, 1982). Exposure to different commercials produced no differences in drinking expectancies. The experiment was repeated on 74 eighth graders with similar null results; however, eighth‐grade girls more strongly believed (p <.02) that alcohol leads to deteriorated cognitive and behavioral function. In a comparison of fifth and eighth graders from the same school, eighth graders had significantly more positive scores on three AEQ‐A scales that tapped social/emotional expectancies. The failure of beer commercials to create positive alcohol expectancies is consistent with limited and null findings of previous investigations. Research to date does not support a ban on alcohol advertising.

Two experiments were conducted to see if blood drive attendance could be increased by altering the content of reminder calls. In Experiment 1 college students received either a standard reminder (the place, time, and necessity of eating beforehand) or a commitment‐enhancing reminder in which they agreed to be “counted on”. Those in the latter condition were significantly more likely (p <.007) to attend a blood drive. Experiment 2 demonstrated that an alternate wording for the commitment‐enhancing message was possible; that a verbal response was necessary to ensure the commitment; and that a message enhancing altruism was not as effective. The studies suggest that asking for an additional commitment during a reminder call can appreciably increase blood drive participation rates.

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