Social modeling as a determinant of drinking behavior: Implications for prevention and treatment

The consumption of alcohol has often been described as a socially mediated activity (MacAndrew & Edgerton, 1969). Social-learning approaches of alcohol use endorse this view and conceptualize drinking habits as being on a continuum from abstinence to problem drinking. On such a continuum the “social drinker” represents a moderate level of alcohol use. Moderate drinking habits are said to develop via the laws of learning, including the influence of social processes such as modeling. Since we learn adaptive styles and levels of alcohol use via such social influence processes it seems likely that the use of techniques such as modeling should be a highly effective strategy for preventing and treating the development of maladaptive drinking habits.