Young adults' images of abstaining and drinking: prototype dimensions, correlates and assessment methods.

This research investigated contents of actor and abstainer prototypes with regard to young adults' social drinking combining quantitative and qualitative approaches (adjective ratings, N = 300; open answers, N = 90). Exploratory and confirmatory factor analyses yielded two factors (sociability/hedonism, responsibility) in both prototypes, confirmed by qualitative data. Given the importance for intention and willingness to drink alcohol, interventions should focus on the factor 'sociability/hedonism' of the actor and the abstainer prototype to reduce heavy drinking; addressing 'responsibility' may be ineffective. Participants' evaluations appeared to be less prone to mean tendencies subsequent to open answers compared with adjective scales.