The effects of alcohol expectancy priming on group bonding

According to alcohol expectancy theory, drinking-related information is stored in memory and, when cue activated, influences alcohol-related behavior. Priming of alcohol cues and expectancies has been shown to elicit both drinking and nonconsumptive behavior associated with alcohol consumption, such as willingness to meet with a stranger and aggression. These social influence effects have been shown to be moderated by individual differences in alcohol expectancies. In the present study, we tested whether an alcohol prime would facilitate social group bonding even in the absence of consumption, and whether such group bonding would be moderated by individually held social expectancies. One hundred twenty undergraduates (75% female) completed an alcohol expectancy measure prior to participation. Participants were primed with either alcohol or neutral beverage words and completed a collaborative group activity followed by questionnaires measuring perceived group cohesion. Several interactions were found between condition and expectancy reflecting that those in the alcohol prime condition with higher social alcohol expectancies reported greater cohesion on task-related, but not emotion-related, group measures. These findings underscore the complexity of the impact of expectancy and social behavior on drinking: the priming of alcohol expectancies may activate aspects of pro-social behavior, which may influence drinking, which in turn may feedback to positively reinforce social expectancies.