Mortality salience leads to greater consumption of an ostensibly alcoholic beverage on Friday versus other weekdays.

Findings point to the flexible, time-contingent nature of culture-oriented defences against mortality concerns with potential implications for the efficacy of alcohol health warnings featuring mortality-related stimuli. Statement of contribution What is already known on this subject? Death reminders can spur people to adhere to cultural scripts for behaviour in the service of maintaining existential security. Death reminders can lead people to consume alcohol (particularly for those who are low in self-esteem). What does this study add? Death reminders may lead people to adhere to temporally yoked scripts related to drinking behaviour. Specifically, death reminders led to more positive drinking attitudes and more alcohol consumed on Friday compared to Monday or Wednesday. Cultural script following may be specifically tied to non-conscious mortality awareness.