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 cultural themes and moods people associate with different types of alcohol.

We conducted two preliminary studies to understand how people think about different types of alcohol. In the first study, participants answered open-ended questions, and in the second they completed a word-association task. These studies helped us identify common cultural associations, which we call “learned associations,” or ideas people develop through experience and cultural exposure.

We used these associations to create questions about alcohol-related mindsets. Participants rated how much they felt different qualities when thinking about a randomly assigned type of alcohol in response to the prompt, “I feel ___ when thinking about this type of alcohol.” For example, the sophisticated mindset included sophisticated, elegant, classy, formal and fancy; the masculinity mindset included masculine, tough, confident, manly and strong; and the party mindset included energetic, outgoing, fun, like partying and like celebrating.

Then we conducted two experiments where participants were randomly assigned to think about either wine, whiskey or tequila and respond to the mindset questions, allowing us to test whether different types of alcohol evoke different associations.

Importantly, participants did not consume alcohol, allowing us to isolate the learned associations these drinks evoke, separate from alcohol’s physiological effects.

Clear patterns emerged. Tequila was frequently associated with words like fun, wild, celebration and party. Whiskey elicited terms such as strong, rugged, confident and masculine. Wine, by contrast, was associated with elegance, class, refinement and sophistication.

These findings show that alcohol can function as a “symbolic cue.” In other words, the mindsets people associate with different drinks appear to originate from learned associations rather than from intoxication itself.

Why it matters

More than half of the U.S. adult population consumes alcohol: 54% in 2025. This is the lowest level recorded since Gallup began tracking the drinking habits of adults in the U.S. in 1939, and it marks a decline from 1997-2023, when over 60% of adults reported drinking.

Some drink to enhance experiences, while others drink for enjoyment, socializing or even escapism. For others, drinking may become compulsive or difficult to control, defined as an alcohol use disorder.

Research increasingly shows that even moderate drinking can carry health risks, including higher risks of several cancers.

A considerable amount of research on alcohol has explored what happens as a result of drinking. Studies have found that people become uninhibited and make risky decisions when they drink. Other researchers have found that people pick up ideas and habits about drinking from the world around them and that advertising can influence what, when and how young people drink.

Fans of the popular sitcom “How I Met Your Mother” might recall an episode titled ‘The Perfect Cocktail.“ In this episode, different alcoholic beverages reflect the personalities of Marshall (Jason Segel) and Barney (Neil Patrick Harris). It’s funny and engaging, but what if there’s a real psychological basis for these associations?

Such learned associations have not been thoroughly studied – in particular, it’s unknown whether they can activate distinct drinking mindsets even without actual consumption.

One reason why this is important is that even though Gen Zers drink less alcohol than previous generations, they are still exposed to alcohol-related media and cultural cues. Understanding these psychological cues may help explain how alcohol-related social norms and expectations develop and influence drinking decisions.

What’s next

Learned associations for different alcoholic drinks can influence how people feel, which in turn might shape their intentions, choices and social expectations. For example, if thinking about tequila prompts a “party” mindset, it could influence how a person plans their evening and what choices they make.

A better understanding of these associations could help public health campaigns promote moderation and responsible drinking, such as pacing drinks, staying hydrated and avoiding overconsumption. Future research could examine how these associations form in different social contexts, how they vary across age groups or cultures, and how interventions might shift them to further reduce risky behaviors and encourage safer, more responsible alcohol consumption.

The Research Brief is a short take on interesting academic work.

This article originally appeared on The Conversation. You can read it here.

  • More women are rejecting ‘optimization culture’ for realistic wellness plans
    Photo credit: CanvaA woman intensely exercises, left, and a morning stretch, right.

    Being fit used to mean getting enough sleep, drinking more water, and moving your body, perhaps in a daily walk. With the explosion of social media and digital self-help trends, finding an acceptable level of wellness can feel like stepping into a full-time job with daily performance reviews.

    For many women, what started as self-care has slowly become another exhausting form of self-optimization. And increasingly, they’re pretty much done with it. According to Women’s Business Daily, one of the biggest wellness shifts happening right now is a move away from extreme routines. Women want habits that actually fit into real life.

    fitness culture, self-optimization, realistic wellness, mindful living
    An intense workout.
    Photo credit: Canva

    Wellness feels like a full-time job

    Instead of chasing perfection, more women are choosing what can be described as a more realistic approach to wellness, incorporating sustainable routines built around balance and emotional well-being rather than climbing a never-ending ladder of constant improvement.

    The shift comes after a solid decade of what many refer to online as “optimization culture.” This exhausting idea assumes that every part of life needs to be carefully measured, improved, and optimized.

    Experts believe this mindset is not only making people miserable; it’s unsustainable.

    wellness overload, social wellness, health fatigue, hustle culture
    An exhausting routine.
    Photo credit: Canva

    A backlash against the “always improve yourself” culture

    A recent article in Psychology Today found that “wellnessmaxxing” trends turn self-care into another form of anxiety. This is especially true when routines become so demanding that people feel more guilt than relief. As creators post TikToks showing themselves “maxing out” in some kind of self-congratulation, they spread unhelpful expectations that no longer promote self-care.

    Verywell Health explains that these influencers broadcast an all-consuming performance metric. People now face a painful realization that they can never do enough. It’s hard to miss the irony that wellness has begun to feel unhealthy.

    Women are increasingly embracing low-pressure routines instead of overly aspirational ones. Think walks instead of cross-training, and a morning meditation instead of a week-long stay at a Tibetan monastery. It’s okay to just eat more vegetables instead of a perfectly balanced daily nutrition plan of 150 grams of protein, wheatgrass smoothies, and specifically rated pH-balanced alkaline water.

    After all the extreme exercises, self-help books, and sophisticated meal plans, it’s time to get back to basics. Here’s one version of a realistic plan: drink some water, get outside, and try to sleep a little better.

    anti-hustle, performance pressure, happiness, lifestyle
    A casual walk with a dog.
    Photo credit: Canva

    Getting back to the basics

    A beauty editor writing for Who What Wear documented her attempt to follow a social-media-inspired wellness reset. With all the expensive and complicated habits she hoped would unlock the “incredibly high-functioning, ultra-productive version” of herself, she came away understanding that she should stick with the basics.

    Modern life already asks women to juggle careers, caregiving, appearance standards, finances, and relationships. Somewhere along the journey, wellness became just one more category to add to the pile.

    work life balance, culture, community, women wellness
    Maintaining a perfect life balance.
    Photo credit: Canva

    Women are choosing simple, sustainable routines

    Finding realistic wellness is a trend that reflects a growing desire for community-centered wellness rather than isolated self-improvement. Instead of wellness looking like a solo pursuit for an achievement award, many women are leaning toward connection: walking groups, shared meals, accountability with friends, and being honest about feeling burned out on all of it.

    The Times reports that people feel walking groups are less intimidating and more emotionally supportive. People don’t just want fitness; they want to belong to something.

    A 2025 study in Frontiers in Psychology focused on the benefits of women finding social support groups. Programs that incorporated women’s preferences into their daily lives were more likely to be enjoyed and maintained.

    Wellness cultures have told women the answer is to do more: more discipline, more self-reflection, more perfect sleep, more work dedication, more family direction, more effort.

    Making life more enjoyable and realistic can help well-being feel easier to maintain. A joyful life is better lived “in” than constantly measured “against” unrealistic expectations.

  • Is baby talk bad? Why ‘parentese’ actually helps babies learn language
    Photo credit: MoMo Productions/DigitalVision via Getty ImagesEmphasizing the sounds of certain words to young children can help them retain language, not confuse them about speaking properly.

    Many parents have heard the warning: Don’t use baby talk with babies and toddlers. Instead, caregivers are often encouraged to speak properly and use adultlike language, out of concern that simplified speech could confuse children or delay language development.

    But my research, which I highlighted in in my new book, “Beyond Words,” suggests the opposite is true. The sing-song voice many adults instinctively use with infants, sometimes called “baby talk” but more accurately known as “parentese” or infant-directed speech, actually helps children learn language.

    Far from confusing babies, exaggerating phrases like “Loooook at the doggie!” capture their attention, help them detect patterns in speech and strengthen social bonding.

    And the funny mistakes children make along the way, such as saying “goed,” instead of “went,” or “mouses” instead of “mice,” are not signs that children are learning language incorrectly. They are evidence that children are actively working out the rules of language for themselves.

    A man holds his hands away from his face and leans over a small baby lying on a bed and smiles.
    Speaking ‘parentese’ to a child doesn’t involve nonsense words. BjelicaS/E+ via Getty Images

    What parentese really is

    When many people think of baby talk, they imagine nonsense phrases like “goo goo ga ga” or made-up words like “num nums.” But that’s not what linguists and developmental psychologists mean by parentese.

    Parentese uses real words and grammatically correct sentences, but with exaggerated intonation, a higher pitch, stretched-out vowels and a slower rhythm. Think of the way a caregiver might naturally say: “Hi, baaaaby! Are you huuungry?”

    There is little evidence that occasional playful nonsense words harm children’s language development. But studies suggest that parentese in particular helps babies pay attention to speech, recognize patterns and engage socially.

    Adults across cultures tend to speak this way to infants instinctively. Even people who swear they never use baby talk often slip into it around babies.

    Researchers have found that infants actually prefer listening to parentese over regular adult speech. The exaggerated sounds and slower pacing make language easier to process. Babies are better able to pick out individual sounds, notice word boundaries and recognize patterns. In other words, parentese helps tune babies into language.

    It also strengthens emotional connection. Language learning does not happen in isolation. Babies learn through warm, responsive interaction with caregivers during feeding, play, bath time and everyday routines.

    Interestingly, humans are not the only ones who respond to this style of communication. Studies have even shown that cats react more positively when people use a baby-talk voice with them.

    Babies are not passive learners

    Children do not learn language simply by copying adults word for word. They actively test hypotheses about how language works. That is why toddlers make predictable and surprisingly logical mistakes.

    One common example is overgeneralization. A child learns that people form the past tense of many verbs by adding “-ed,” so they produce forms like “goed,” “eated” or “comed.”

    These are not random errors. In fact, they show that the child has understood a grammatical rule and is trying to apply it consistently. The problem is simply that English is full of irregular exceptions. The same thing happens with plurals. Children may say “foots” instead of “feet” or “mouses” instead of “mice.” Again, the logic behind these errors is sound.

    Linguists sometimes say that children are little scientists, constantly testing patterns and revising their understanding as they receive more input from the world around them.

    Why toddlers call everything a ‘dog’

    Young children also make predictable mistakes with meaning.

    A toddler might learn the word “dog” and then use it for every four-legged animal they encounter. Linguists call this overextension. On the flip side, some children use words too narrowly. A child may use “dog” only for the family pet and not recognize that other dogs belong in the same category. Linguists call this tendency underextension.

    These mistakes reveal how children organize and categorize the world around them. They are gradually mapping words onto objects, people and experiences.

    Pronouns are another tricky area. Small children often confuse “me” and “you” because these words constantly shift depending on who is speaking. If a parent says, “I’ll pick you up,” the child hears themselves called “you.” But when they try to repeat the sentence, they may not yet understand that the labels switch from speaker to speaker.

    This is why toddlers sometimes say things that sound unintentionally cute or confusing. But beneath the confusion is a sophisticated learning process.

    Even the Cookie Monster gets it wrong

    Children’s speech errors are so recognizable that they often appear in popular culture. Sesame Street’s character Cookie Monster famously says things like “Me want cookie,” while Elmo often refers to himself in the third person: “Elmo wants this.” These speech patterns mirror real stages of child language development. Young children commonly confuse pronouns or refer to themselves by name before mastering forms like “I,” “me” and “mine.”

    Despite occasional complaints from adults, there is no evidence that hearing this kind of speech harms children’s language development. If anything, it reflects the natural experimentation children go through.

    A Cookie Monster puppet stands near a black tarp with its mouth open and holds a cookie.
    The Cookie Monster saying ‘Me want cookie’ won’t teach babies and young kids to speak incorrectly. Brian Killian/WireImage via Getty Images

    ‘Pasketti’ and ‘wabbit’

    Pronunciation develops gradually too. Young children often simplify difficult sounds and groups of consonants. “Spaghetti” becomes “pasketti,” “rabbit” becomes “wabbit” and “yellow” may come out as “lellow.”

    Speech-language specialists call these simplifications phonological processes. They are a normal part of development because some sounds are physically harder to produce than others. Sounds such as r, th, sh and ch tend to develop later because they require more precise control of the tongue and mouth.

    Most children naturally outgrow these pronunciation patterns as their speech matures. However, persistent difficulties can sometimes signal a speech or language disorder, which may require professional support.

    A graphic image shows a young child's head with various colorful thought bubbles inside.
    Children don’t learn language by copying adults word for word. They learn through interaction, experimentation and repetition. DrAfter123/DigitalVision Vectors via Getty Images

    Mistakes are part of learning

    Parents are often under enormous pressure to do everything right, including helping their children learn to speak a language. But children do not learn language by avoiding mistakes. They learn through interaction, experimentation and repetition.

    Parentese helps babies focus on speech and engage socially. The funny mistakes toddlers make reveal that they are actively piecing together the complex system of language and are often signs of normal development. Language acquisition is messy, creative and remarkably sophisticated.

    Speaking in an exaggerated sing-song voice to a baby is not something parents and caregivers need to feel embarrassed about.

    Far from harming language acquisition, it may help lay the foundation for it.

    This article originally appeared on The Conversation. You can read it here.

  • People who dread working out are trying ‘micro walks,’ and the results feel great
    Photo credit: CanvaWomen enjoy a short walk.

    For many people, working out isn’t the hard part. It’s everything that comes with it: the time commitment, the pressure of consistency, and the feeling that only full workouts count.

    That all-or-nothing mindset keeps a lot of people from even getting started. This might explain why a small idea has been gaining traction. Instead of setting aside an hour or two to exercise, people are taking “micro walks” instead.

    physical exercise, short bursts, mindset, consistency
    Two women enjoy a quick “micro walk.”
    Photo credit: Canva

    “Micro walks” are simple and still provide the benefits

    A loop around the block in the morning. A quick break between meetings or events on the daily schedule. Perhaps another lap after dinner. These short walks sprinkled throughout the day might seem too simple to matter.

    For a growing number of people, the simplicity is what makes it really work. Doing less at a time, but more often, is what’s resonating. The barrier to entry suddenly drops. People don’t need much motivation. Just a few minutes is enough to get started.

    The hidden appeal behind shorter walks

    The appeal of a “micro walk” for people dreading a workout isn’t necessarily about peak optimization. The benefits come from gaining momentum. For individuals who have spent years feeling like they’re either all-in or completely off track, this offers a third option.

    Short periods of exercise fit into the structure of real life instead of competing with it. Finding the time to set aside large blocks of time can be difficult for many people. Breaking movement into smaller increments makes it far more manageable.

    In the end, consistency matters more than perfection. Getting daily steps in becomes something achievable rather than overwhelming.

    Research shows that shorter walks work

    A 2024 study published in the Proceedings of the Royal Society B, a scientific journal recognized for its rigorous reviews, investigated the benefits of different walking patterns. The findings revealed that short walking bursts use more energy than longer continuous walks. Breaking up exercise is more impactful than it seems.

    Harvard Health Publishing reported that even brief walks can boost energy and counteract the effects of prolonged sitting. Getting moving has significant heart health advantages, and walking is extremely accessible.

    Physical exercise boosts overall well-being

    Turning short walks into a mental reset can boost a person’s emotional well-being. Physical exercise stimulates the body, yet it also increases inner harmony. A 2025 study published in Springer Nature found that even a 10-minute walk can meaningfully improve mood regulation. Finding the time for a brief walk can lessen symptoms of anxiety.

    A 2024 study published in Nature demonstrated that short activity breaks increase cognitive performance and elevate mood. There are immediate emotional advantages to activities like “micro walks,” not just long-term fitness gains.

    Science demonstrates that walking has both physical and emotional benefits. The most common barriers are time and motivation. Shifting from big goals to showing up in small, repeatable moments is what actually matters. “Micro walks” turn movement from something people have to make time for into something that becomes part of how they live. It’s another small step toward finding happiness.

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