A Positive Behavioral Approach: Identifying Theoretical Factors Influencing Moderate Drinking Practices
Author(s)
Buyucek, Nuray
Knox, Kathy
Rundle-Thiele, Sharyn
Year published
2019
Metadata
Show full item recordAbstract
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 ...
View more >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).
View less >
View more >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).
View less >
Journal Title
SOCIAL MARKETING QUARTERLY
Volume
25
Issue
2
Subject
Marketing
Public Health and Health Services
Other Commerce, Management, Tourism and Services