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  • A Positive Behavioral Approach: Identifying Theoretical Factors Influencing Moderate Drinking Practices

    Author(s)
    Buyucek, Nuray
    Knox, Kathy
    Rundle-Thiele, Sharyn
    Griffith University Author(s)
    Knox, Kathy L.
    Rundle-Thiele, Sharyn
    Buyucek, Nuray
    Year published
    2019
    Metadata
    Show full item record
    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 ...
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    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).
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    Journal Title
    SOCIAL MARKETING QUARTERLY
    Volume
    25
    Issue
    2
    DOI
    https://doi.org/10.1177/1524500419830442
    Subject
    Marketing
    Public Health and Health Services
    Other Commerce, Management, Tourism and Services
    Publication URI
    http://hdl.handle.net/10072/384415
    Collection
    • Journal articles

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