The contextual milieu of alcohol consumption

Abstract

This chapter aims to provide a critical overview of how contextual factors affect alcohol consumption and related cognitions, outlining current theoretical understanding. This chapter outlines how external factors such as environmental locations (e.g. bars) and the gender composition of one's social group (e.g. how many men/women are present during a drinking event) can impact the way that people think about alcohol, the frequency and pace of consumption, and the beverages selected. Furthermore, internal factors such as mood and intoxication levels are highlighted as other determinants of alcohol use. It is concluded that, while there is still much more to learn about the milieu in which alcohol consumption takes place, drinking is best understood as an interactive culmination of complex and varying contextual predictors.