Re-exploring the social influences in the excessive alcohol consumption of young people

Ré-explorer les influences sociales dans la consommation excessive d’alcool chez les jeunes

Pascale Ezan (), C. Rouen-Mallet () and Stéphane Mallet ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
C. Rouen-Mallet: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Stéphane Mallet: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: The massive alcoholization of young people does not seem to weaken in spite of an important number of actions organized to curb this phenomenon. Setting out from this premise, this research aims at identifying better the real-life experience of young people during student nights and their perception of alcohol risk factors. The main result concerns the highlighting of a group effect with its social hierarchy which contributes to strengthen a falsified perception of the incurred risks.

Keywords: Young people; group influence; Consumption; alcohol; social marketing; Risk (search for similar items in EconPapers)
Date: 2016-01-21
Note: View the original document on HAL open archive server: https://hal.science/hal-02420627
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Published in 15th International Marketing Trends Conference, Jan 2016, Venise, Italy

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