Modeling influences on alcoholics' rates of alcohol consumption

Two experiments were designed to examine modeling influences on alcoholics' alcohol consumption. Three male alcoholics were paired with confederates, posing as alcoholics. In Experiment 1, alcoholic-confederate pairs participated in a 1-hour taste-rating task, which involved rating different wines on a list of adjectives. Experiment 2 consisted of 1-hour ad lib access to wine in a naturalistic bar setting. In both experiments, confederates alternated 15-minute periods of heavy and light consumption, drinking fluids resembling wine. The amount of wine consumed by alcoholics in each period was secretly recorded and the data examined on a single subject basis. In Experiment 1, two subjects increased and decreased consumption along with their confederate. The third subject followed the confederate's pattern only after the confederate demonstrated heavy consumption. All three subjects varied consumption with the confederate during Experiment 2, performed later on the same day. These results suggest that alcoholics' alcohol consumption can be modified by the social influences of modeling. The implications of this finding for the loss of control hypothesis and alcoholism treatment maintenance were discussed.