Alcohol and social behavior II: the helpful drunkard

Can alcohol make people more helpful, and if so, how? We hypothesized that alcohol would increase helping when, if the person were sober, the helping response would be under high inhibitory conflict--that is, when it would be affected by strong instigating and inhibiting pressures. Alcohol's damage to inhibitory processing should then allow instigating pressures to have more influence on the response, increasing helping. We expected that under low inhibitory conflict, when either or both of these response pressures would be weak under sobriety, alcohol would have little effect on helping. In two experiments we examined this reasoning. In Study 1, a mild dose of alcohol increased helping among high-conflict subjects pressured to help with a task they did not like, but did not increase helping among low-conflict subjects who either liked the task or were weakly pressured to help. In Study 2, a somewhat stronger dose of alcohol increased helping among all high-conflict subjects pressured to help with an undesirable task, yet again had no effect among low-conflict subjects weakly pressured to help. These studies provided an experimental demonstration of the role of inhibitory response conflict in mediating alcohol's social effects, and show that this process generalizes to prosocial behavior. Additional evidence from both experiments helped to rule out alternative explanations concerning drinking expectancies, alcohol's ability to enhance mood, and its ability to make the task more bearable.