Stereotypes of the Poor Drinker Held by University Students

여자대학생이 인지하는 남성의 음주행위에 대한 고정관념 분석

The purpose of this research is to identify stereotypes toward the poor drinker held by students. Stereotypes toward the poor drinker were examined at two levels: to assess students' beliefs about the traits of the poor drinker and to categorize the traits into stereotypes. The main results of this study were as follows: 1) Students reported 97 traits associated with the poor drinker. 2) Hierarchical cluster analysis of the trait groupings revealed two high-level clusters: a cluster of 35 positive traits and a cluster of 62 negative traits. Within the positive and negative clusters, 15 middle-level categories, 5 positive categories(a kind patriarch, pure, thrifty and diligent, self-controlled, prudent), and 10 negative categories(isolated, dull, passive, not confidant, unsociable, repressed, unstable, egocentric, naive, childish) were identified. This results suggested that students believed negative stereotypes are more typical than positive ones.