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This study sought to further expand on this by examining whether the social influence of a confederate and the physical environment could be manipulated to influence the value of alcohol and ad\u00a0libitum alcohol consumption, and thus provide support for the role of value as a mechanism underlying alcohol use.<\/jats:p><\/jats:sec><jats:sec><jats:title>Method<\/jats:title><jats:p>A total of 140 (90 female, Mean age\u2009=\u200925.81, SD\u2009=\u200914.20, Mean AUDIT\u2009=\u200911.51, SD\u2009=\u20095.38) participants completed a between\u2010subjects 2 (environment: bar labortaory vs. standard unadorned)\u2009\u00d7\u20092 (social influence: positive appraisal vs. negative appraisal) design in which they completed a brief assessment of alcohol demand, a concurrent choice task, and a visual analogue scale measuring alcohol value, following a limited drinking session with a confederate in one of two laboratory settings, and then completed an ad\u00a0libitum bogus taste test.<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Social influence had a significant effect on intensity index of demand (<jats:italic>F<\/jats:italic> (1,133)\u2009=\u20094.74, <jats:italic>p<\/jats:italic>\u2009=\u20090.031, \u03b7p<jats:sup>2<\/jats:sup>\u2009=\u20090.03) and on ad\u00a0libitum consumption (<jats:italic>F<\/jats:italic> (1,135)\u2009=\u20097.60, <jats:italic>p<\/jats:italic>\u2009=\u20090.007, <jats:italic>\u03b7p<\/jats:italic><jats:sup><jats:italic>2<\/jats:italic><\/jats:sup>\u2009=\u20090.05) with positive appraisal having greater intensity scores (Mean\u2009=\u20094.34, SD\u2009=\u20092.80) compared with the negative appraisal (Mean\u2009=\u20093.39, SD\u2009=\u20092.23) and more alcohol consumed (Mean\u2009=\u2009221.07\u2009mL, SD\u2009=\u2009121.76 vs. Mean\u2009=\u2009164.71\u2009mL, SD\u2009=\u2009111.80). The intensity index also mediated the relationship between social influence and ad\u00a0libitum consumption (B\u2009=\u200910.40, 95% Bootstrapped CIs\u2009=\u20090.34 to 23.59). There were no significant main effects of environment and no interactions between social influence and environment.<\/jats:p><\/jats:sec><jats:sec><jats:title>Conclusion<\/jats:title><jats:p>These findings suggest alcohol value is sensitive to social influence. Increased value as a result of positive alcohol appraisals by others had a significant effect on ad\u00a0libitum consumption and that the intensity index of demand mediated the relationship.<\/jats:p><\/jats:sec>","DOI":"10.1111\/acer.70115","type":"journal-article","created":{"date-parts":[[2025,8,12]],"date-time":"2025-08-12T03:13:30Z","timestamp":1754968410000},"page":"2038-2048","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Social influence increases the value and consumption of alcohol in the laboratory"],"prefix":"10.1111","volume":"49","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8455-9394","authenticated-orcid":false,"given":"Jack","family":"Yates","sequence":"first","affiliation":[{"name":"University of Liverpool  Liverpool UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Benjamin","family":"Miller","sequence":"additional","affiliation":[{"name":"University of Liverpool  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