Imitation of alcohol consumption in same-sex and other-sex dyads

Abstract

Aim: Being exposed to other people's drinking behavior has been demonstrated to influence individual's drinking levels. Imitation of alcohol consumption has mainly been investigated among same-sex drinking partners. This study examined whether imitation of alcohol consumption differs when people drink with same-sex or other-sex partners. Method: To test the imitation effects, a two (drinking condition: alcohol versus no alcohol) by two (sex constellation of dyad: same-sex versus other-sex) mixed between-within subject design was used. In two separate sessions situated in a naturalistic drinking setting (i.e., a bar laboratory), 66 participants were exposed to a same-sex and an other-sex model (i.e., a confederate) who consumed either alcoholic or non-alcoholic beverages. We expected that men would imitate more when drinking with women and men, and that women would imitate less when drinking with men. Results: Imitation of alcohol consumption did not differ when participants were drinking with same-sex partners compared with other-sex partners. No gender differences in imitation were found. Conclusion: Imitation of alcohol consumption can be generalized to situations in which people drink with other-sex partners. Men and women seem to imitate regardless of their drinking partner's sex. © The Author 2010. Published by Oxford University Press on behalf of the Medical Council on Alcohol. All rights reserved.