Self-consciousness, self-esteem, and success-failure as determinants of alcohol consumption in male social drinkers

Tested the proposition that alcohol is consumed as a function of the quality of past performances and of the individual's level of private self-consciousness. 120 adult male Ss were randomly given success or failure feedback on an intellectual task. They then participated in a separate "wine-tasting" experiment in which they were allowed to regulate alcohol consumption. As predicted, high self-conscious Ss who had received failure feedback drank significantly more than did high self-conscious Ss who received success feedback. Consumption by low self-conscious Ss fell between these extremes and did not vary as a function of success and failure. Ss' scores on the Multiple Affect Adjective Check List indicated that these results were mediated by differential sensitivity to the positive or negative implications of success/failure by high and low self-conscious Ss. (38 ref)