Alcohol and the acceptance of social influence: a preliminary study

Women's yielding to social group pressure as a function of alcohol and type of pressure

Thirty-six women participated in an experiment exploring whether alcohol intoxication facilitates yielding to social persuasive information. Subjects were randomly assigned to either an Alcohol, a Placebo, or a Control Group. The alcohol dose was 1.0 ml of 100% alcohol/kg body weight. Subjects first estimated the length of a line and were then given faked feedback from either a male or a female peer reference group. This procedure was repeated 60 times. Analyses indicated that the Placebo group yielded more often than the Alcohol group irrespective of type of feedback. A measure of locus of control indicated no significant mean differences as a function of alcohol group but correlations between externality and yielding were strong for placebo subjects, that is, externally oriented placebo subjects yielded more than internally oriented placebo subjects. This was discussed in terms of feelings uneasiness caused by the discrepancy between feelings of intoxication and information about drink content.

Alcohol and social influences: yielding among male social drinkers to social pressure

Thirty men participated as paid volunteers in an experiment exploring whether alcohol intoxication makes a person more or less likely to yield to social pressure. Subjects were randomly assigned to either a Control, a Placebo, or an Alcohol group. The alcohol dose was 0.8 ml of 100% alcohol/kg body weight. Subjects first estimated the length of a line, then received feedback from either a male or a female reference group (social pressure), and finally made a second estimation. This procedure was repeated 30 times. The analysis indicated that the only effect of intoxication was to become more resistant in terms of number of yieldings to social pressure, provided the feedback came from a male reference group. Locus of control in terms of internality significantly predicted number of yieldings for the Alcohol group, although the analysis indicated no significant differences between groups as to mean locus of control scores.