Objective: Previous research suggests that exposure to alcohol primes (i.e., stimuli associated with alcohol) affects drinkers' perceptions and behaviors. The present study investigated the effects of an environmental alcohol prime (being in a simulated bar setting) and a safe sex message prime (a public health safe sex message) on sexually active alcohol drinkers.
Method: Participants (n = 80) were assigned to one of four conditions according to priming allocation and engaged in a simulated video chat with a potential partner. They reported their sex-related self-perceptions and perceptions of a potential partner upon procedural completion.
Results: The alcohol-related environmental prime led participants to rate their potential partner as being significantly less inhibited and more sexual. The safe sex message significantly reduced reported sex-related self-perceptions and perceptions of their partners' disinhibition. There was a significant effect of primes on participants' perceptions of their partner's friendliness--participants exposed to either or both prime(s) perceived their partner as being friendlier than participants exposed to no prime.
Conclusions: Results suggest that environmental alcohol primes may strengthen sexually active drinkers' perceptions of a potential partner's disinhibition and sexuality even before alcohol consumption begins, and that a safe sex message may moderate these effects. The presence of safe sex messages in alcohol-related environments may positively influence sexual risk decision making among sexually active drinkers.