The effect of modelling on drinking rate.

Three male college seniors were asked to drink beer at their normal rate in a simulated tavern setting. Each was paired with a confederate, also a male college senior, in an ABACA single subject design. In the baseline conditions, the confederate matched the drinking rate of the subject. Baseline and all subsequent conditions were continued in 1-hr sessions until a stable drinking rate was achieved. In Condition B, the confederate drank either one third more or one third less than the subject's baseline rate. In Condition C, the direction was reversed. All three subjects closely matched the confederate's drinking rate, whether high or low. All subjects reported they were unaware of the true purpose of the study.