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Many investigations have shown or attempted to show that socially normative behaviors may affect alcohol consumption. What this means is that in a setting where people are drinking, their behavior may change due to a perceived norm of a group, or of the other people around them. One way of showing this is by establishing a relationship between group size and the rate at which alcohol is consumed in various settings. In the case of alcohol consumption, a study done by Cullum, O'Grady, Armeli, and Tennen in 2012 showed just this, in their study they found that while in a group where drinking norms were considered to be high, that is to say, the individuals felt like they were expected to drink, people drank more as the size of the group rose. However, when people felt that they weren't expected to drink as much, in other words the drinking norms were low, they drank less as the size of the group increased (Cullum, O'Grady, Armeli & Tennen, 2012). A different study found that, heavier drinkers often were in larger groups with individuals who were also heavy drinkers (Oostveen, Knibbe & Vries, 1996). Cleary there seems to be some relationship between alcohol consumption and following the norms of a drinking group. Many studies have turned to various factors such as age, gender, and location when examining the drinking patterns of individuals, however, it may be sufficient just to examine the rate at which individuals drink in groups to establish the effects of social norms on drinking. An observational study by Aitken and Jahoda in 1983 showed that not only do larger groups drink more alcohol in bars, but that the males in such groups tended to drink faster as well (Aitken & Jahoda, 1983). Moreover, a report by Knibbe, Oost... ... middle of paper ... ...y don't enjoy the taste. This is something naturalistic research could never truly account for. Future Research After doing this research and examining previous literature, I believe the best way to answer this question in the future is simple to have more observers and participants across a larger variety of locations. Ideally a future study would observe closer to one-hundred or more individuals within a larger variety of group sizes. Researchers should aim to have an equal amount of individuals in each group size. However, I am also curious to know if there is a relationship between group size, age, and drinking rate, and believe this is an important question for future researchers to ask as well. The most important thing for future researchers to keep in mind is that individuals and their drinking preferences may be more complex than initially suspected.

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