Effects of evaluative context in implicit cognitions associated with alcohol and violent behaviors☆

INTRODUCTION A large body of literature has substantiated the relationship between alcohol use and violent behaviors, but little consideration has been given to implicit interactions between the two. This study examines the implicit attitudes associated with alcoholic drinks and violent behaviors, and their relationship to explicit reports of problematic behaviors associated with alcohol use. METHODS The Go/No-Go Association Task (GNAT; Nosek & Banaji, 2001) was used to test the effect of distracters (noise) on implicit cognitions associated with alcoholic drinks and violent behaviors. Data was collected from 148 students enrolled in a Midwestern university. RESULTS Irrespective of contextual distractions, participants consistently exhibited negative implicit cognitions associated with violent behaviors. However, context impacted the valence of cognitions associated with alcoholic beverages. Implicit cognitions associated with alcoholic beverages were negative when nonalcoholic beverages were used as distracters, but were positive when licit and illicit drugs were used as distracters. Implicit cognitions associated with alcoholic drinks were correlated with implicit cognitions associated with violent behaviors and explicit measures of problem drinking, problem drug-related behaviors, and measures of craving, to name a few. CONCLUSION Evaluative context can have an effect on the expressed appraisal of implicit attitudes. Implications, limitations, and future directions for using the GNAT in addictions research are discussed.