In addition to the unexplored factor structure, the mechanisms through which perceived alcohol stigma may result in negative consequences have not been investigated. Modified labeling theory states that while all individuals develop perceptions of public stigma, only those who carry a stigmatized label (e.g. alcoholic) will suffer negative consequences from this awareness (Link et al. 1987). In the mental illness literature, labeled status is often inferred from the presence of prior treatment, since treated individuals may be labeled through receiving a diagnosis, or in revealing their condition to others (Corrigan 2004). Due to anticipations of devaluation and discrimination, labeled persons may react by employing coping orientations such as social withdrawal, concealment, or educating others about their condition, which are specific mechanisms hypothesized to cause further harm (Link et al. 1989; Link and Phelan 2001). Empirical work has validated that perceived stigma (Wahl 1999; Luoma et al. 2010) and experiences of rejection (Wright et al. 2000) are associated with such stigma coping orientations, and in turn, these orientations are associated with a variety of negative social consequences and psychological distress (Link
