The cross-cultural test on preindustrial societies is a very minor part of a larger work testing the theory that a psychological factor--need for achievement--plays a large role in understanding economic growth and decline. Most of the work focuses on countries and complex societies in the historical past.

This book chapter tests new and pre-existing theories (Horton, Field, Bacon et al.) for the cause of variation in drinking across cultures. Folktale content is used to test psychological variables more directly than has been done previously. Folktale content is analyzed programmatically with an acknowledged error level of up to one-third. Results lend support to Field's 1962 theory that loose social organization facilitates drinking.

The authors of the present study investigate the psychological correlates of heavy drinking by using thematic content of folktales as a reflection of the cognitive processes of people in a given society. Subsequently, thematic variables are compared to ethnographic ratings in order to better understand how and if thought and reality correlate. Results are examined in the context of previous findings by other researchers, namely D. Horton (1943).