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'Drinking is our modern way of bonding': young people's beliefs about interventions to encourage moderate drinking

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posted on 2023-06-08, 18:12 authored by Richard De VisserRichard De Visser, Zoe Wheeler, Charles Abraham, Jonathan Smith
Efforts to discourage excessive alcohol use among young people can only be effective if the target audience is exposed to, attends to, and comprehends key messages. The aim of this study was to examine age- and sex-differences in drinking motives to better inform development of targeted interventions to reduce alcohol-related harm. Thirty individual interviews and 12 group interviews were conducted with English 13-25 year olds. Interviewees gave multiple motivations for drinking - especially those related to image and reputation, and played down the health implications of heavy drinking. Negative aspects of drinking - caring for drunk friends, being cared for when drunk, and suffering through hangovers with friends - were considered to offer opportunities for closer inter-personal bonding than other social activities. Respondents distanced themselves from “problem” drinkers, but disapproved of others’ problematic drinking or antisocial behaviour. Narrative messages demonstrating the social consequences of excessive consumption were preferred to single, static messages emphasising risk or harm. Interviewees noted that interventions must use an engaging tone or pitch: they considered many campaigns to be patronising or preaching. A lack of consensus between age-and sex-groups highlighted a need for multifaceted, multi-modal approaches that utilise mobile technologies and new media.

History

Publication status

  • Published

Journal

Psychology and Health

ISSN

0887-0446

Publisher

Taylor & Francis

Volume

28

Page range

1460-1480

Department affiliated with

  • Psychology Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2014-09-05

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    University of Sussex (Publications)

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