A Positive Behavioral Approach: Identifying Theoretical Factors Influencing Moderate Drinking Practices. (June 2019)

• Record Type: Journal Article
• Authors: Buyucek, Nuray; Knox, Kathy; Rundle-Thiele, Sharyn
• Is Part Of: Social marketing quarterly. Volume 25:Number 2(2019:Jun.)
• Page Start: 107
• Page End: 122
• Publication Date: 2019-06
• Subjects: alcohol consumption -- expectancy theory -- moderate drinking -- self-efficacy -- social marketing; Social marketing -- Periodicals; 658.8
• DOI: 10.1177/1524500419830442
• Languages: English
• ISSNs: 1524-5004

Abstract

Focusing on problematic behavior can stigmatize the target audience for change campaigns, especially in the context of alcohol consumption. In previous studies, excessive drinking (the problematic behavior) has been the dominant focus. By contrast, this study empirically examines moderate drinking practices (the desired behavior) in an Australian adult population. An online survey was administered, and results were analyzed through structural equation modeling. Findings indicate moderate drinking practices were applied more frequently by females than males. Confidence enhancement and sexual enhancement expectancies were negatively associated with moderate drinking practices. This study indicates higher self-efficacy skills (i.e., refusing alcohol offered) were associated with more moderate alcohol consumption practices. Findings of this study can be used to guide intervention design to attract and retain moderate alcohol drinkers. By taking a positive behavioral approach, modifiable factors to effect the desired change are identified delivering actionable insights that can be implemented to achieve the desired change (e.g., increase moderate drinking practices).