Maximum consumption: Heavy quantity drinking amongst university students

Kirsten Robertson and Sarah Forbes

Australasian marketing journal, 2011, vol. 19, issue 3, 196-202

Abstract: Knowledge of students’ alcohol consumption is limited by differences in definitions and a reliance on students’ standard drink calculations. This paper examines the extent of students’ consumption across different measures. Additionally, students’ attitudes towards acceptable consumption are examined to inform public policy and social marketing. Data are presented from 167 and 102 students at two time points 6months apart, collected using a seven-day reflective web-based diary. Students’ reports of what they drank and how much they consumed were used to estimate standard drink consumption. Findings revealed that students drank excessively: the average largest consumption in one day was 14.27 and 11.21 standard drinks for males and females, respectively, at time-point one. Drinking patterns were consistent over time, although moderate drinkers increased their consumption. As students perceived binge drinking as acceptable, we outline a norms-based intervention that could modify their behaviour.

Keywords: Heavy quantity drinking; Binge drinking; Student alcohol consumption; Students’ perceptions of binge drinking; Social norms (search for similar items in EconPapers)
Date: 2011
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1441358211000437
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:19:y:2011:i:3:p:196-202

DOI: 10.1016/j.ausmj.2011.05.006

Access Statistics for this article

Australasian marketing journal is currently edited by Roger Marshall

More articles in Australasian marketing journal from Elsevier
Bibliographic data for series maintained by Catherine Liu ().