Situational Context and the Meaning of Drinking

Since most drinking takes place within a social context, a study was designed in which the described situational context of drinking could be systematically varied on the basis of three at least potentially basic contextual characteristics: type of activity or situation, presence of others, and mood. All three variables were found to have strong effects on reactions to or perceptions of drinking as measured by a set of 10 semantic differential scales. Of most importance were the interaction effects which clearly supported the assertion that drinking behavior is a function of culturally structured contexts-that it is learned and situation-specific. Not only did fine distinctions occur in evaluative reactions (including normative expectations) to the various contexts, but perceptions of the effects or impact of alcohol were related to situational context. Futhermore, the appropriateness of focusing exclusively on either the individual drinker or the situational context was addressed. Both sorts of variables were involved in this study, and they were found to interact in affecting reactions to drinking. Situational context, then, is a function not only of contextual variables but also of the persons involved in the situation.