Reference groups, such as religious groups, are thought to provide individuals with normative frameworks which set and maintain standards for them. Persons who belong to a reference group, yet do not comply with the standards of that group, i.e. non-conformists, are thought to experience cognitive dissonance which in turn may lead to psychological discomfort and adverse physical health outcomes. In a community-based, racially mixed sample of elderly Baptists in the rural south of the United States (n = 1155), where Baptist churches proscribe alcohol use, we studied whether alcohol use was associated with adverse physical and mental health assessments. No relationship was found between non-conformist behavior among rural Baptists and adverse health outcomes for either Whites or African-Americans in controlled analyses. More frequent church attendance among African-American Baptists, but not for White Baptists, was strongly associated with abstinence from alcohol.