An investigation of cross-cultural differences in binge-drinking perceptions and behaviours

Russell-Bennett, Rebekah & Golledge, Andrew H. (2009) An investigation of cross-cultural differences in binge-drinking perceptions and behaviours. In Proceedings of Australia and New Zealand Marketing Academy Conference, 30 November - 2 December 2009, Crown Promenade Hotel, Melbourne.

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This paper examines the variance in binge-drinking attitudes and behaviours between university student cohorts from Western and Eastern countries who reside in Australia. In particular, we investigate the impact of social influence on these consumer responses. An online survey resulted in 190 useable responses from university students at three different Australian universities. The results show that students from Western countries consume alcohol at higher levels and demonstrate more ‘approach’ behaviours towards binge-drinking, whereas students from Eastern countries demonstrate more ‘avoid’ behaviours. Social distancing from drunk or story-telling people is evident as students from Eastern countries while students from Western countries were more likely to indulge in story-telling and either ignored or encouraged surrounding people who were drunk.

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ID Code: 27680
Item Type: Conference Paper
Refereed: Yes
Keywords: alcohol, social marketing, Eastern, Western, binge-drinking
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 [please consult the authors]
Deposited On: 01 Oct 2009 22:52
Last Modified: 01 Aug 2014 05:35

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