Modification of affective consequences of alcohol: a comparison of social and solitary drinking.

Using Schachter's theory of emotion as a starting point, two predictions regarding the interaction of alcohol consumed in social and solitary situations were tested experimentally. It was predicted that the cognitive circumstances of social drinking would promote an affective response to alcohol, whereas the same objective level of intoxication would be responded to as physical symptoms among solitary drinkers. Additionally, it was predicted that the social manipulation would be effective only to the extent that "plasticity" was induced, that is, only when alcohol and not placebo was consumed. Both predictions were generally confirmed, using self-report of mood and observer ratings of amusement as dependent variables. It was conjectured that the social circumstances of drinking may be important in determining the reinforcing value of the intoxicated state.