ACCURACY IN DETECTING POTENTIAL UNDERAGE DRINKERS - THE ROLE OF CONTEXTUAL EFFECTS IN PROOFING

Three studies investigated the prevalence and influence of contextual effects in social judgments of age as they concern the purchase of alc ohol. In Experiment 1, prior to rating a target individual, college st udents rated a series of photographs of persons considerably older or younger than the legal drinking age. Contrary to previous research on contrast effects, a cognitive assimilation effect was obtained for per ceptions of age. Subjects rated a target person older when the prior s timuli were older, and younger when exposed to youthful stimuli. In Ex periment 2, subjects again were exposed to older or younger stimuli or control stimuli (pictures of a university campus) and asked to rate a target individual. In an attempt to make salient the relevant percept ual category, subjects were asked specifically to make age ratings of the priming stimuli. Results again indicated an assimilation effect fo r age and the decision to proof. Attraction and liking data tended to demonstrate a contrast effect. Experiment 3 replicated the assimilatio n effects found in Experiments 1 and 2 using actual store clerks. Thes e data are considered in light of the social factors that affect judgm ents in policies that seek to restrict access to alcohol among minors.