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In vivo effects of peer modeling on drinking rate

D A DeRicco, J E Niemann

    Journal of Applied Behavior Analysis
    |January 1, 1980
    PubMed
    Summary

    Social modeling influences drinking behavior. When four confederates reduced their beer consumption by 50%, the subject matched their lower drinking rate, demonstrating a significant effect of group modeling.

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    Area of Science:

    • Social psychology
    • Behavioral science

    Background:

    • Social modeling is a key factor in shaping individual behavior.
    • Understanding how group dynamics influence personal habits, such as alcohol consumption, is crucial for public health.

    Purpose of the Study:

    • To investigate the impact of confederate modeling on a subject's beer consumption rate.
    • To determine if the number of confederates modeling a reduced drinking rate affects the subject's behavior.

    Main Methods:

    • A single-subject, repeated-measures reversal design was employed in a naturalistic setting (a tavern).
    • The study involved one female subject and four confederate models who gradually reduced their drinking rate by 50% across interventions.
    • Drinking rates were measured during baseline, intervention phases, and returns to baseline.

    Main Results:

    • No significant change in the subject's drinking rate was observed when one or two confederates modeled reduced consumption.
    • A significant decrease in the subject's drinking rate occurred when four confederates modeled a 50% lower consumption rate, matching the models' behavior.
    • The subject's drinking rate aligned with the modeled behavior only when a larger group of confederates (four) exhibited the reduced rate.

    Conclusions:

    • Social modeling can effectively influence individual drinking behavior, but the effect may depend on the number of models.
    • A critical mass of four confederates modeling reduced consumption was necessary to alter the subject's drinking rate.
    • Further research is recommended to explore the thresholds and dynamics of social modeling in behavioral change.

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