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Alcohol and Alcoholism Advance Access published online on June 26, 2008
Alcohol and Alcoholism, doi:10.1093/alcalc/agn053
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© The Author 2008. Published by Oxford University Press on behalf of the Medical Council on Alcohol. All rights reserved

Cues that Signal the Alcohol Content of a Beverage and their Effectiveness at Altering Drinking Rates in Young Social Drinkers

Suzanne Higgs1,*, Lorenzo D. Stafford1,2, Angela S. Attwood1,3, Stephanie C. Walker1 and Phil Terry1,4

1 School of Psychology, University of Birmingham, Edgbaston, Birmingham B15 2TT, UK

* Corresponding author: School of Psychology, University of Birmingham, Edgbaston, Birmingham B15 2TT, UK. Tel: +44–121-4144907; Fax: +44–121-4144897; E-mail: s.higgs.1{at}bham.ac.uk

Received 26 November 2007; first review notified 14 February 2008; in revised form 1 June 2008; accepted 3 June 2008


  Abstract

Aims: The aim of this study was to assess the impact of cues that signal the alcoholic strength of a beverage on drinking rate in young social drinkers. Methods: In Experiment 1, two groups of young social drinkers (n = 20 per group) consumed a lager-based drink containing either 3% or 7% alcohol-by-volume. The pattern of drinking behaviour was observed, and drinking time was recorded. Self-reported mood was measured across the session, and participants also provided ratings of the drinks’ sensory and hedonic properties. Experiment 2 replicated Experiment 1, but used a within-subjects design (n = 12). Results: In both experiments, participants took significantly longer to consume the 7% drink compared with the 3% drink, and the total inter-sip interval was longer for the 7% drink. These effects were most closely related to the participants’ changing estimates of alcohol strength across the test session, alongside concomitant changes in various aspects of self-reported mood. Sensory and hedonic evaluations of the drinks did not affect drinking behaviour in either experiment. Conclusions: The findings suggest that the consumption rate of an alcoholic beverage can be modulated by its alcohol content, and that the perceived pharmacological effect of the alcohol serves as an effective signal to alter drinking behaviour.

2 Present address: Department of Psychology, University of Portsmouth, King Henry Building, King Henry I Street, Portsmouth PO1 2DY, UK.

3 Present address: Department of Psychology, University of Bristol, 8 Woodland Road, Bristol BS8 1TN, UK.

4 Present address: Psychology Research Unit, Kingston University, Penrhyn Road, Kingston-upon-Thames, Surrey KT1 2EE, UK.


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