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Transgressive drinking practices and the subversion of proscriptive alcohol policy messages

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  • Hackley, Chris
  • Bengry-Howell, Andrew
  • Griffin, Christine
  • Szmigin, Isabelle
  • Mistral, Willm
  • Hackley, Rungpaka Amy

Abstract

This research makes a new contribution to alcohol policy practice and theory by demonstrating that transgression of officially sanctioned norms and values is a key component of the sub- and counter cultural drinking practices of some groups of young consumers. Therefore, policy messages that proscribe these drinking practices with moral force are likely to be subverted and rendered counter-productive. The qualitative analysis draws on critical geography and literary theories of the carnivalesque to delineate three categories of transgression: transgressions of space and place, transgressions of the body, and transgressions of the social order. Implications for alcohol policy are discussed.

Suggested Citation

  • Hackley, Chris & Bengry-Howell, Andrew & Griffin, Christine & Szmigin, Isabelle & Mistral, Willm & Hackley, Rungpaka Amy, 2015. "Transgressive drinking practices and the subversion of proscriptive alcohol policy messages," Journal of Business Research, Elsevier, vol. 68(10), pages 2125-2131.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:10:p:2125-2131
    DOI: 10.1016/j.jbusres.2015.03.011
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    References listed on IDEAS

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    Cited by:

    1. Kulow, Katina & Kwon, Mina & Barone, Michael J., 2021. "Does seeing bad make you do good? How witnessing retail transgressions influence responses to cause marketing offers," Journal of Business Research, Elsevier, vol. 132(C), pages 680-692.
    2. Olavo Pinto & Beatriz Casais, 2023. "Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 605-634, September.

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