Ethnicity, Gender, and Perceptions of Alcohol Users: A Vignette Study

OBJECTIVE: Alcohol use is stigmatized in many Middle Eastern communities. Despite this, 45% of Arab Americans report drinking alcohol, suggesting that Arab Americans who choose to drink may face negative judgments. Currently, there is a dearth of research on the degree to which drinker and observer ethnicity affect perceptions of individuals who drink. Moreover, existing research on stigma and substance use has relied on surveys, which can be affected by social desirability bias. To address these issues, the current study used vignettes to examine how participant ethnicity (Middle Eastern vs. non-Middle Eastern) and vignette character drinking level, gender, and ethnicity affected ratings of vignette character conscientiousness, responsibility, and success. METHOD: = 347) were randomly assigned to rate the perceived conscientiousness, responsibility, and success of one of 12 vignette characters who varied on ethnicity, gender, and drinking level (defined using NIAAA gender-specific guidelines). A structural equation model was specified to examine main and interaction effects of these variables on participant ratings. RESULTS: Vignette characters who drank heavily were perceived as less conscientious, responsible, and successful than those who drank less or abstained, particularly by Middle Eastern participants. Additionally, male characters who drank heavily received lower ratings than female characters who drank heavily. CONCLUSIONS: Individuals who drink heavily may be perceived as low in conscientiousness, responsibility, and success, especially in Middle Eastern communities, where cultural and religious norms discourage use. Additionally, males who drink heavily may be perceived more negatively than females who drink heavily.