Wine consumption, social thinking and social construction of normality

This research was carried out in order to better understand the sense of "moderate" drinking and to test empirically hypothesis on the effect of the contextualisation on the social construction of normality as regards consumption. Results show that the answers of the participants on their "normal" and "pathological" representations of consumption are dependent on the context of the aforesaid consumption. When the participants consider that a quantity of wine in solitary context of consumption indicates an alcoholic tendency, they consider it normal in group context, whereas this quantity is significantly higher. The results are discussed compared to stigmatization of solitary consumption and the capacity of the social thinking concerning attribution of sense to the events and objects which surround us.