The Structure of Attitudes Toward Alcohol: Specific Beverages Differ From Generic Alcohol


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Abstract

The authors examined the extent to which attitudes about alcohol in general differ from attitudes toward specific types of alcoholic beverages (e.g., beer and wine) and whether subject variables such as drinking status and drink preference moderate alcohol-related attitudes. Subjects were 82 male and 102 female college students who completed a computerized attitude and drinking habits assessment. Subjects rated 5 of the 6 specific beverages less potent than “generic” alcohol; mixed drinks were rated more positively than generic alcohol. Drinking status and drink preference moderated positivity but not potency ratings. Subjects consistently rated their preferred beverage more positively than generic alcohol. Thus, the attitude structure characterizing specific alcoholic beverages differs from that of generic alcohol.

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