Drinking alcohol clearly has important effect on social behaviors, such as increasing aggression, self-disclosure, sexual adventuresomeness, and so on. Research has shown that these effects can stem from beliefs we hold about alcohol effects. Less is known about how alcohol itself affects these behaviors. A cognitive explanation, that alcohol impairs the information processing needed to inhibit response impulses--the abilities to foresee negative consequences of the response, to recall inhibiting standards, and so on--has begun to emerge. We hypothesize that alcohol impairment will make a social response more extreme or excessive when the response is pressured by both inhibiting and instigating cues--in our terms, when it is under inhibitory response conflict. In that case, alcohol's damage to inhibitory processing allows instigating pressures more sway over the response, increasing its extremeness. In the present meta-analysis, each published test of alcohol's effect on a social, or socially significant behavior was rated (validated against independent judges) as to whether it was under high or low inhibitory conflict. Over low-conflict tests, intoxicated subjects behaved only a tenth of a standard deviation more extremely than their sober controls, whereas over high-conflict tests they were a full standard deviation more extreme. The effect of conflict increased with alcohol dosage, was shown not to be mediated by drinking expectancies, and generalized with few exceptions across the 34 studies and 12 social behaviors included in this analysis.

The behavioral effects of alcohol depend at least in part on expectancy. Common expectancies concerning the effects of alcohol were assessed by eliciting expectancy dimensions from subjects in a pilot study and then having 253 college students rate the effects they expected from drinking alcohol along these dimensions. Results showed that subjects expected moderate drinking (Phase 1) to result in relatively greater stimulation/perceived dominance and pleasurable disinhibition, whereas for heavy drinking (Phase 2) they expected a greater degree of behavioral impairment. Stimulation/perceived dominance and pleasurable disinhibition were linearly related to drinking habits for Phase 1 drinking, with heavier drinkers expecting greater stimulation and pleasure. Results suggest that expectancies are important in understanding drinking patterns as well as behavior in drinking situations.

We would like to thank Dome Wilson, Maria Harris, James Dykes, and Diane Sutherland for their valuable assistance on various aspects of this research.

Based on recent evidence supporting the assumption that cognitive dissonance is experienced as an unpleasant emotional state, and further evidence pertaining to the effects of drinking alcohol, it was predicted that among social drinkers, dissonance arousal would increase the amount of drinking and that drinking, in turn, would reduce dissonance and subsequent attitude change. This hypothesis was tested in the first two experiments by having subjects taste rate different brands of an alcoholic beverage--ostensibly to test taste discrimination but in fact to measure the amount of drinking--immediately after dissonance was aroused by having them write a counterattitudinal essay. The effect of drinking on dissonance reduction was assessed by measuring subjects' postattitudes immediately after the drinking task. Both experiments found that although dissonance arousal had little effect on the amount of drinking, whatever drinking occurred was sufficient to eliminate dissonance-reducing attitude change. The second experiment further established that these results occurred for light as well as heavy social drinkers. Evidence that the dissonance-reducing effect of drinking resulted form some effect of drinking alcohol was provided by the finding, in the second and third experiments, that neither water or coffee drinking was sufficient to eliminate attitude change in this paradigm. Both the practical and theoretical implications are discussed. The practical implication is that some forms of alcohol abuse may evolve through the reinforcement of drinking as a means of reducing dissonance; the theoretical implication is that dissonance may be frequently reduced through behaviors that ameliorate the feelings of dissonance without involving cognitive change.

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