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 6. months 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.
| Original language | English |
|---|---|
| Pages (from-to) | 196-202 |
| Number of pages | 7 |
| Journal | Australasian Marketing Journal |
| Volume | 19 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - Aug 2011 |
Keywords
- Binge drinking
- Heavy quantity drinking
- Social norms
- Student alcohol consumption
- Students' perceptions of binge drinking