Accuracy in Detecting Potential Underage Drinkers: The Role of Contextual Effects in Proofing¹

Abstract

Three studies investigated the prevalence and influence of contextual effects in social judgments of age as they concern the purchase of alcohol. In Experiment 1, prior to rating a target individual, college students rated a series of photographs of persons considerably older or younger than the legal drinking age. Contrary to previous research on contrast effects, a cognitive assimilation effect was obtained for perceptions of age. Subjects rated a target person older when the prior stimuli were older, and younger when exposed to youthful stimuli. In Experiment 2, subjects again were exposed to older or younger stimuli or control stimuli (pictures of a university campus) and asked to rate a target individual. In an attempt to make salient the relevant perceptual category, subjects were asked specifically to make age ratings of the priming stimuli. Results again indicated an assimilation effect for age and the decision to proof. Attraction and liking data tended to demonstrate a contrast effect. Experiment 3 replicated the assimilation effects found in Experiments 1 and 2 using actual store clerks. These data are considered in light of the social factors that affect judgments in policies that seek to restrict access to alcohol among minors.

Physical Attractiveness, Mood, and the Decision to Card for the Purchase of Alcohol: Evidence for a Mood‐Management Hypothesis1

“…front-door personnel, and store clerks decide whether to "proof' a patron who seeks to purchase alcohol. Drawing on the cognitive decision-making and social psychological literatures, these studies have demonstrated the influence of contextual effects (McCall, 1993(McCall, , 1997b, the relationship between perceived lifestyle and products purchased (McCall, 1994), and most recently the main and interactive effects of physical attractiveness (McCall, 1997a). In the present research, these findings on the influence of physical attractiveness are extended by considering the moderating effects of mood state on the decision to request identification.…”

“…While some research has examined the effects of naturally occurring situational pressures on store clerk decision making (McCall, 1993(McCall, , 1994, it may also be of value to consider personal characteristics of the purchaser and how these qualities might operate within a purchasing situation. To accomplish this, it becomes necessary to identify those situational influences which are present at the time that an alcohol purchase is attempted.…”

Carding for the Purchase of Alcohol: I'm Tougher Than Other Clerks Are1

“…Calls from the public and the media often argue for more strict enforcement of MLDA laws. Alternatively, convenience-store clerks claim that they card everyone who appears to be under the age of 30 years (McCall, 1993(McCall, , 1997a). In addition, many retail alcohol sales outlets post signs that state explicitly that all persons believed to be under the legal purchasing age will be required to present identification.…”

The effects of physical attractiveness on gaining access to alcohol: when social policy meets social decision making

“…Recent sur-proof of legal age in order to purchase alcohol), veys indicate that a majority of college students are subject to a number of social and decision and a significant number of teenagers purchase biases. For instance, McCall (1993) found that and consume alcohol regularly (Klitzner, Stewart the perceived age and likelihood of being proofed & Fisher, 1993). Other research has demonstrated by store clerks were influenced directly by the that youthful appearing female buyers were able age of those individuals grouped with the target, to purchase alcohol nearly 50% of the time That is, people often enter a bar or tavern in the (Forster et al, 1994(Forster et al, , 1995.…”