Babor T F, Mendelson J H, Greenberg I, Kuehnle J
Psychopharmacology (Berl). 1978 Jun 15;58(1):35-41. doi: 10.1007/BF00426787.
An experimental analogue of a discount drink policy known as the "happy hour" was used to study the effects of purchase price on drinking behavior. Male volunteers with a prior history of either casual (N=20) or heavy (N=14) drinking were given free access to beverage alcohol during a 20-day period. Approximately half the subjects could purchase alcohol under a single-price condition (50 cents/drink), while a matched group was given a price reduction daily (25 cents/drink) during a three-hour period in the afternoon. The results demonstrated that the afternoon price reduction significantly increased alcohol consumption in both casual and heavy drinkers. Reinstatement of the standard purchase price effectively suppressed drinking in both groups. The findings are discussed in terms of the theoretical and research implications of environmental influences on drinking.
一种被称为“欢乐时光”的折扣饮料政策的实验模拟被用于研究购买价格对饮酒行为的影响。有偶尔饮酒史（N = 20）或重度饮酒史（N = 14）的男性志愿者在20天内可免费饮用酒精饮料。大约一半的受试者可以在单一价格条件下（每杯50美分）购买酒精饮料，而另一组匹配的受试者在下午三小时内每天可享受价格优惠（每杯25美分）。结果表明，下午的价格优惠显著增加了偶尔饮酒者和重度饮酒者的酒精消费量。恢复标准购买价格有效地抑制了两组受试者的饮酒量。研究结果从环境因素对饮酒影响的理论和研究意义方面进行了讨论。
