Extension of the taste-test analogue as an unobtrusive measure of preference for alcohol

The utility of the taste-test analogue for obtaining an unobtrusive measure of preference for alcohol was examined. Thirty-two male undergraduates participated in each of two taste-rating tasks. In each task. subjects were presented with two beakers containing beverages they were to rate. Although one container was labeled “Alcohol”, and the other was labeled “Orange Juice”, both actually contained only orange juice. Subjects rated the beverages differently on 52% of the dimensions for which ratings were completed. Furthermore, subjects estimated that they had consumed an average of over three ounces of alcohol in the combined taste tests. Wider use of the analogue preference test may have significant value in the study of the determinants of human alcohol drinking behavior.