Beer consumption as an interaction of motives for drinking and videotape-modeled drinking behavior.

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Abstract
Beer intake by an observer was posited to be a joint function of the amounts consumed by a model and the observer''s motives for drinking. Male spinal cord-injured patients (45) were randomly assigned (15 each) to observe 1 of 3 videotaped treatments: heavy-drinking model, unmodeled control and light-drinking model. Beer consumption (amount and number of sips) was assessed before and after the modeled treatments, which were administered experimenter-blindly. The heavy-drinking model drank 1065 ml of beer. The control model reported taste ratings but was not observed drinking. The light-drinking model consumed 100 ml. The modeled and actual taste tests both lasted 15 min. Men strongly motivated to drink as measured by the Definitions of Alcohol Scale drank the most after exposure to heavy-drinking modeling and the least after exposure to light-drinking modeling. Men weakly motivated to drink were more unresponsive to both treatments. Social celebratory (but not personal deficiency) reasons for drinking apparently accounted for responsiveness to the modeled treatments.

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