The Drunken Idiot Bias: Consuming Alcohol Can Reduce Perceived Intelligence

Scott Rick, University of Michigan, USA
Maurice Schweitzer, University of Pennsylvania, USA
Consuming alcohol can reduce the perceived intelligence of the person consuming it, in the absence of any actual reduction in cognitive performance, a mistake we term the 'drunken idiot' bias. Candidates who consume alcohol in interviews held over dinner are perceived as less hireable. Candidates do not anticipate the bias.
[ to cite ]:
Scott Rick and Maurice Schweitzer (2011) ,"The Drunken Idiot Bias: Consuming Alcohol Can Reduce Perceived Intelligence", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.