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Friends or foes: Group influence effects on moderate drinking behaviors


Previte, J and Fry, ML and Drennan, J and Fazal-E-Hasan, SM, Friends or foes: Group influence effects on moderate drinking behaviors, Journal of Business Research, 68, (10) pp. 2146-2154. ISSN 0148-2963 (2015) [Refereed Article]

Copyright Statement

2015 Elsevier Inc. All rights reserved.

DOI: doi:10.1016/j.jbusres.2015.03.014


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.

Item Details

Item Type:Refereed Article
Keywords:Social marketing; we-intentions; Group norms; Social influences; Alcohol
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing research methodology
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Fazal-E-Hasan, SM (Dr Syed Fazal-E-Hasan)
ID Code:107742
Year Published:2015
Web of Science® Times Cited:18
Deposited By:TSBE
Deposited On:2016-03-23
Last Modified:2017-12-11

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