Alcohol self‐presentation: the role of impression motivation and impression construction

Two studies examined impression motivation (IM) and impression construction (IC) processes in college freshman alcohol use. In both studies, students completed individual difference measures related to IM and alcohol IC. In Study 1 (n = 232), participants were assigned to IM (low vs. high) and IC (alcohol vs. control) conditions and then created a personal profile. In Study 2 (n = 65), participants reported levels of IM and alcohol IC, and number of drinks during each evening's social interactions for 3 weeks. Situational alcohol IC was positively related to whether participants presented themselves as an alcohol user in their profile (Study 1) and in the amount they drank (Study 2). In Study 2, the association between IC and drinking was moderated by IM.