No abstract

This study-for the first time-shows a causal link between exposure to drinking models and alcohol commercials on acute alcohol consumption.

The findings indicate that among young adults observed in a peer group and naturalistic drinking setting, positive expectancies about the effects of alcohol and expectancies about the effects of alcohol on arousal are related positively to drinking level.

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Because young adult drinking occurs primarily in peer groups, this should be taken into account when studying influences on drinking behaviour. This paper aimed to assess influences on drinking by observing existing peer groups in a naturalistic setting. We first analysed the basic levels at which two types of influence take place. The first, modelling (imitating others' drinking), was found to significantly influence individual drinking, whereas for the second one, persuasion (drinking resulting from others offering drinks), no predictions were found. Subsequently, we examined whether peer group members' sociometric status in the group affected the amount of influence and persuasion exerted and received. No indications were found that sociometric status had an impact on influence in alcohol consumption within a drinking situation. Features and weaknesses of the study are discussed.