Observational learning of the televised consequences of drinking alcohol: Exploring the role of perceived similarity

AIM: The depiction of alcohol on television is an important explanatory variable for drinking behaviour. Even though alcohol consumption is frequently shown on popular TV shows, research on the impact of TV characters as models of drinking behaviour remains scarce. We theorise that the perceived similarity to a TV character is a key mechanism to explain recipients' expectancies about alcohol consumption. METHODS: We conducted two experiments in which we manipulated the drinking behaviour of a TV character and the consequences of drinking. We measured perceived similarity to the character as amediating variable and treated participants' alcohol consumption as a moderator. RESULTS: In both studies, perceived similarity to models predicted positive expectancies about alcohol consumption, and perceived similarity decreased with the portrayal of an alcoholic character. In Study 1, participants who reported drinking rarely perceived themselves to be more similar to a rare drinker, which suggests that viewers' own alcohol consumption affects similarity judgments. In Study 2, portrayals of consequences of drinking directly affected expectancies about alcohol, moderated by participants' alcohol consumption. CONCLUSION: Overall, our findings suggest that perceived similarity is a key variable to understand how alcohol on television affects viewers’ expectancies toward alcohol.