Automatic risk behavior: direct effects of binge drinker stereotypes on drinking behavior.

OBJECTIVE We investigated whether research on stereotype priming effects can increase understanding of binge drinking among young people. Four studies tested whether evaluations of the binge drinker stereotype have a direct and automatic effect on binge drinking behavior, and whether a self-regulation intervention can overcome stereotype effects on drinking behavior. METHODS Studies 1a and 1b were prospective surveys conducted over two weeks. Study 2 was a field experiment with a 1-week behavioral follow-up. Study 3 was an exploratory RCT that tested whether implementation intentions can override binge drinker stereotype effects on behavior over one month. Participants were college students (Studies 1a, 1b, and 2; Ns = 226, 72, and 255, respectively) and school-age youth (Study 3, N = 202). RESULTS Correlational (Studies 1a and 1b) and experimental (Study 2) evidence indicated that favorable binge drinker stereotypes had direct effects on binge drinking among experienced drinkers. These effects were automatic in the sense that participants were neither aware of, nor intended, this influence. Study 3 showed that implementation intentions geared at increasing self-focused attention overcame stereotype effects on binge drinking behavior. CONCLUSION These findings suggest that stereotype priming research can offer valuable insights into binge drinking behavior. Implications for health behavior theories and behavior change interventions are outlined.