Background. Evaluations of 'the prototypical non-drinker' and of 'the prototypical regular drinker' have been demonstrated to hold associations with more harmful drinking behavior, yet the extent to which the relative evaluation of these prototypes is associated with drinking intention remains to be tested. Objectives. To explore whether relatively unfavorable non-drinker prototypes are associated with increased drinking intention and whether this relationship is moderated by personality variables. Methods. Among a student sample (n = 543), alcohol-related sociability prototype measures were used to compute an index of the perceived sociability of regular drinkers relative to non-drinkers ('relative sociability prototypes'). Measures of drinking intention, conscientiousness, extraversion and sensation seeking impulsivity were also taken. Results. Most students perceived the prototypical non-drinker unfavourably relative to the prototypical regular drinker (91%, n = 493). Simple slopes analyses indicated that extraversion moderated the strength of the relationship between relative sociability prototypes and drinking intention such that relatively negative evaluations of non-drinkers were only associated with increased intention to get drunk among more extraverted students. Conclusions/Importance. Prospective data and behavioral measures are needed to substantiate these findings, which suggest links between relative evaluations of non-drinkers, harmful drinking intention and personality traits. Evidence suggests that by challenging prejudicial beliefs concerning non-drinkers (as 'unsociable') and by targeting more extraverted students, safer drinking plans might be encouraged.
INTRODUCTIONExcessive alcohol consumption is an ingrained aspect of university student culture in the U.K. (Gill, 2002;Plant & Plant, 2006). High levels of student alcohol consumption are linked to varied concerns including poor academic performance and increased risk of injury in addition to the long-term health risks of drinking to excess (Cherpitel, Bond, Ye, Borges, MacDonald, & Giesbrecht, 2003; Drinkaware, 2016;Thombs, Olds, Bondy, Winchell, Baliunas, & Rehm, 2009).In this context, links have been found between student perceptions of 'the typical non-drinker' and personal drinking behavior, with evidence that unfavorable perceptions of non-drinkers are associated with higher levels of alcohol consumption (Regan & Morrison, 2013;Zimmermann & Sieverding, 2010). For example, Prototype Willingness Model (PWM) studies have demonstrated how unfavorable evaluations of prototypical non-drinkers (e.g., as 'uncool' or 'unsociable') predict greater willingness to take health-related risks and increased likelihood to drink alcohol more heavily (Gerrard, Gibbons, Reis-Bergan, Trudeau, Vande Lune, & Buunk, 2002;Rivis, Sheeran, & Armitage, 2006). Recent PWM research has suggested that alcohol prototypes may be understood as distinct 'sociability' and 'responsibility' factors, with regression analyses indicating that ratings for prototypical nondr...