Clustering of drinker prototype characteristics: What characterizes the typical drinker?

Prototypes (social images) have been shown to influence behaviour, which is likely to depend on the type of image. Prototype evaluation is based on (un)desirable characteristics related to that image. By an elicitation procedure we examined which adjectives are attributed to specific drinker prototypes. In total 149 young Dutch adults (18–25 years of age) provided adjectives for five drinker prototypes: abstainer, moderate drinker, heavy drinker, tipsy, and drunk person. Twenty‐three unique adjectives were found. Multilevel latent class cluster analysis revealed six adjective clusters, each with unique and minor overlapping adjectives: ‘negative, excessive drinker,’ ‘moderate, responsible drinker,’ ‘funny tipsy drinker,’ ‘determined abstainer cluster,’ ‘uncontrolled excessive drinker,’ and ‘elated tipsy cluster.’ In addition, four respondent classes were identified. Respondent classes showed differences in their focus on specific adjective clusters. Classes could be labelled ‘focus‐on‐control class,’ ‘focus‐on‐hedonism class,’ ‘contrasting‐extremes‐prototypes class,’ and ‘focus‐on‐elation class.’ Respondent classes differed in gender, educational level and drinking behaviour. The results underscore the importance to differentiate between various prototypes and in prototype adjectives among young adults: subgroup differences in prototype salience and relevance are possibly due to differences in adjective labelling. The results provide insights into explaining differences in drinking behaviour and could potentially be used to target and tailor interventions aimed at lowering alcohol consumption among young adults via prototype alteration.     

Can negative mood improve your conversation? Affective influences on conforming to Grice's communication norms

Can temporary mood influence people's communication strategies? According to Grice's cooperative principle, conversational utterances should ideally conform to the maxims of quantity, relevance, quality, and manner. Three experiments predicted and found that participants in a negative mood complied significantly better with Grice's maxims than did participants in a positive mood when using natural language to describe a previously observed social event. Experiments 2 and 3 further confirmed that mood influenced communication strategies, and not merely the encoding (Exp. 2) and retrieval (Exp. 3) of the relevant information. These findings are consistent with affect–cognition theories predicting that positive affect promotes a more internally focused and assimilative thinking and communication style, and negative mood promotes more externally focused and accommodative thinking, resulting in the closer observance of communication norms. The relevance of these findings for recent affect/cognition theories is considered, and the practical implications of the results for everyday conversational strategies are discussed. Copyright © 2013 John Wiley & Sons, Ltd.