Modification of affective consequences of alcohol: A comparison of social and solitary drinking.

Tested 2 predictions based on S. Schachter's 1964 theory of emotion regarding the interaction of alcohol consumed in social and solitary situations. Ss were 60 male and 60 female 18-30 yr old adults. It was predicted that the cognitive circumstances of social drinking would promote an affective response to alcohol, whereas the same objective level of intoxication would be responded to as physical symptoms among solitary drinkers. Additionally, it was predicted that the social manipulation would be effective only to the extent that "plasticity" was induced (i.e., only when alcohol and not placebo was consumed). Both predictions were generally confirmed, using self-report of mood and O ratings of amusement as dependent variables. It is conjectured that the social circumstances of drinking may be important in determining the reinforcing value of the intoxicated state. (15 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved)