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Drinking Norms Versus Drinking Behavior.

S. Solomon, T. Harford
Published 1984 · Psychology, Medicine

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Data from 1002 households indicated that contextual factors (group size, subsequent activity) and individual difference factors (sex, extroversion, drinking frequency) differentially influenced consumption and normative ratings. These findings suggest that contextual cues serve as determinants of drinking norms and that drinking behavior reflects individual variation in sensitivity to these cues.
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