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Maximum consumption: Heavy quantity drinking amongst university students

Author

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  • Robertson, Kirsten
  • Forbes, Sarah

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.

Suggested Citation

  • Robertson, Kirsten & Forbes, Sarah, 2011. "Maximum consumption: Heavy quantity drinking amongst university students," Australasian marketing journal, Elsevier, vol. 19(3), pages 196-202.
    • Handle: RePEc:eee:aumajo:v:19:y:2011:i:3:p:196-202
    DOI: 10.1016/j.ausmj.2011.05.006
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