Abstract
The Prototype Willingness Model (PWM) assumes there are two systems underlying drinking behaviours; one reasoned, via attitudes, descriptive norms, and intentions, and one reactive, via prototypes and willingness, which occurs outside of conscious awareness. The chapter reviews evidence from two meta-analyses, which supported the model’s predictive ability relating to drinking behaviours. Evidence suggests that interventions based on the PWM may be able to reduce alcohol consumption, but at present, there are few intervention studies and a lack of agreement about the optimal way to change prototype perceptions. Alongside a need to think carefully about how alcohol prototypes are operationalised, a further consideration within the chapter is the extent to which it is possible to accurately measure constructs that are assumed to influence behaviour outside of conscious awareness.
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Davies, E., Todd, J. (2021). Drinking beyond intentions: The prototype willingness model and alcohol consumption. In: Cooke, R., Conroy, D., Davies, E.L., Hagger, M.S., de Visser, R.O. (eds) The Palgrave Handbook of Psychological Perspectives on Alcohol Consumption. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-66941-6_3
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