On the relationship between the indirectly measured attitude towards beer and beer consumption: the role of attitude accessibility.

Although some studies have demonstrated that the indirectly measured attitude towards alcohol is related to alcohol use, this relationship has not always been confirmed. In the current study, we attempted to shed light on this issue by investigating whether the predictive validity of an indirect attitude measure is dependent upon attitude accessibility. In a sample of 88 students, the picture-picture naming task, an adaptation of the affective priming paradigm, was used to measure the automatically activated attitude towards beer. Attitude accessibility was measured using a speeded evaluative categorization task. Behavioral measures were the amount of beer poured and drunk during a bogus taste test and the choice between a bottle of beer or water at the end of the experiment. In line with our hypothesis, the indirectly measured attitude towards beer predicted behavior during the taste test only when it was highly accessible. In contrast, this attitude was related to choice behavior irrespective of attitude accessibility. This study confirms that indirect attitude measures can be valuable predictors of alcohol-related behavior, but that it is sometimes necessary to take attitude accessibility into account.