Just thinking about tequila, whiskey or wine shifts your mindset – new research

Different types of alcoholic beverages elicit symbolic cues that can influence the choices a person makes about consumption.

By: Logan Pant, University of Evansville, The Conversation

Outlets: The Conversation

Published: March 10, 2026

Words: 872

Last Updated: 4 months, 4 weeks ago

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By Logan Pant, University of Evansville

Thinking about certain types of alcohol can alter your mood and trigger certain mindsets, especially among young consumers. For instance, tequila calls up a party mindset, whiskey activates a masculine mindset, and wine primes a sophistication mindset.

Those are the key takeaways of a new study my team and I published in the journal Young Consumers.

We carried out four studies with 429 total participants to examine the …

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