Friends or foes: Group influence effects on moderate drinking behaviors

Previte, Josephine, Fry, Marie-Louise, Drennan, Judy, & Fazal e Hasan, Syed (2015) Friends or foes: Group influence effects on moderate drinking behaviors. Journal of Business Research, 68(10), pp. 2146-2154.

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Abstract

Drunkenness and the addictive consumption of alcohol remains a key social and public health concern. Advancing beyond traditional individualized prevention approaches, this research explores the role of social influences in determining individual and group influence in moderate-drinking decision-making and participatory actions. A social influence model of intentional moderate drinking actions is conceptualized and validated. Results show group norm as the single social influence predictor of intentions and desire to drink moderately, as opposed to well-known social influence factors (e.g., subjective norm, social identity and drinking contextual effects). Significantly, the peer-group is identified as a key influencer supporting moderate drinking practices, and i-intentions to drink moderately predict group-related we-intentions, which suggests that moderate drinking is a shared goal. These findings advance alcohol prevention research drawing attention to the power of group dynamics to support positive changes in youth drinking behaviors.

Impact and interest:

1 citations in Scopus
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2 citations in Web of Science®

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ID Code: 86739
Item Type: Journal Article
Refereed: Yes
Keywords: Social Marketing, We-intentions, Group Norms, Social Influences, Alcohol
DOI: 10.1016/j.jbusres.2015.03.014
ISSN: 0148-2963
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: © 2015 Elsevier Inc.
Deposited On: 24 Aug 2015 01:00
Last Modified: 24 Aug 2015 21:43

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