Friends or foes: Group influence effects on moderate drinking behaviors

Josephine Previte, Marie-Louise Fry, Judy Drennan and Syed Fazal E. Hasan

Journal of Business Research, 2015, vol. 68, issue 10, 2146-2154

Abstract: Drunkenness and the addictive consumption of alcohol remains a key social and public health concern. Advancing beyond traditional individualized prevention approaches, this research explores the role of social influences in determining individual and group influence in moderate-drinking decision-making and participatory actions. A social influence model of intentional moderate drinking actions is conceptualized and validated. Results show group norm as the single social influence predictor of intentions and desire to drink moderately, as opposed to well-known social influence factors (e.g., subjective norm, social identity and drinking contextual effects). Significantly, the peer-group is identified as a key influencer supporting moderate drinking practices, and i-intentions to drink moderately predict group-related we-intentions, which suggests that moderate drinking is a shared goal. These findings advance alcohol prevention research drawing attention to the power of group dynamics to support positive changes in youth drinking behaviors.

Keywords: Social marketing; we-intentions; Group norms; Social influences; Alcohol (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:10:p:2146-2154

DOI: 10.1016/j.jbusres.2015.03.014

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