Using the prototype willingness model (PWM) as a framework, this study sought to explore the relationship between prototype perceptions, willingness and alcohol consumption in a sample of adolescents in the United Kingdom (UK). Adolescents aged 11-17 were asked about their alcohol prototype perceptions, willingness to drink, intentions, alcohol consumption, drunkenness and harms using a cross-sectional online survey. Participants were recruited through opportunity sampling via schools and parents. The survey was completed by 178 respondents (51% female; 91 aged 11-15, 87 aged 16-17). Multivariate analysis revealed significant differences between participants aged 11-15 and 16-17 on PWM measures, even when experience with drinking was accounted for (p < .001). There were significant interactions (p < .001) between age and prototype perceptions; younger participants rated non-drinker prototypes as more favourable and more similar to the self than 16- and 17-year-old participants. Willingness and intentions interacted with age; both measures were similar in 16- and 17-year-olds, whereas younger participants scored significantly higher on willingness than intentions (p < .001). Three distinct scales of prototype descriptions were identified in principal components analysis. Characteristics related to sociability significantly predicted willingness to drink alcohol in the sample (p < .001). This study extends previous research by demonstrating that the PWM can provide a theoretical explanation of adolescent drinking in the UK. The results suggest that 11- to 15-year-olds may be the most suitable age for an intervention that targets alcohol prototypes, with a focus on sociability characteristics.
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