Abstract
On the basis of alcohol consumption rates, the authors segmented a sample of college students (N = 669) into four types: the non/seldom drinker (17%), the social drinker (43%), the typical binge drinker (25%), and the heavy binge drinker (14%). Once the four segments were defined, each was profiled employing a psychographic scheme that encompasses personal values, beliefs regarding drinking, alcohol shopping orientations, situational contingencies, and demographics. Binge drinkers were best differentiated from social drinkers and non/seldom drinkers by social-hedonic characteristics such as social-affiliation values, psychological consequences of drinking, recreational shopping orientations, and social situations. Binge drinkers were also differentiated by several other market/consumption relevant factors. On the other hand, several utilitarian characteristics, such as health/moral consciousness, differentiated non/seldom drinkers from other groups. Discussion and the implications of this study are presented with the goal of aiding binge drinkers themselves as well as prevention and intervention practitioners.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 255-273 |
| Number of pages | 19 |
| Journal | Family and Consumer Sciences Research Journal |
| Volume | 33 |
| Issue number | 3 |
| DOIs | |
| State | Published - Jan 1 2005 |
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All Science Journal Classification (ASJC) codes
- Cultural Studies
- Sociology and Political Science
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A psychographic analysis of college students’ alcohol consumption : Implications for prevention and consumer education. / Shim, Soyeon; Maggs, Jennifer.
In: Family and Consumer Sciences Research Journal, Vol. 33, No. 3, 01.01.2005, p. 255-273.Research output: Contribution to journal › Article
TY - JOUR
T1 - A psychographic analysis of college students’ alcohol consumption
T2 - Implications for prevention and consumer education
AU - Shim, Soyeon
AU - Maggs, Jennifer
PY - 2005/1/1
Y1 - 2005/1/1
N2 - On the basis of alcohol consumption rates, the authors segmented a sample of college students (N = 669) into four types: the non/seldom drinker (17%), the social drinker (43%), the typical binge drinker (25%), and the heavy binge drinker (14%). Once the four segments were defined, each was profiled employing a psychographic scheme that encompasses personal values, beliefs regarding drinking, alcohol shopping orientations, situational contingencies, and demographics. Binge drinkers were best differentiated from social drinkers and non/seldom drinkers by social-hedonic characteristics such as social-affiliation values, psychological consequences of drinking, recreational shopping orientations, and social situations. Binge drinkers were also differentiated by several other market/consumption relevant factors. On the other hand, several utilitarian characteristics, such as health/moral consciousness, differentiated non/seldom drinkers from other groups. Discussion and the implications of this study are presented with the goal of aiding binge drinkers themselves as well as prevention and intervention practitioners.
AB - On the basis of alcohol consumption rates, the authors segmented a sample of college students (N = 669) into four types: the non/seldom drinker (17%), the social drinker (43%), the typical binge drinker (25%), and the heavy binge drinker (14%). Once the four segments were defined, each was profiled employing a psychographic scheme that encompasses personal values, beliefs regarding drinking, alcohol shopping orientations, situational contingencies, and demographics. Binge drinkers were best differentiated from social drinkers and non/seldom drinkers by social-hedonic characteristics such as social-affiliation values, psychological consequences of drinking, recreational shopping orientations, and social situations. Binge drinkers were also differentiated by several other market/consumption relevant factors. On the other hand, several utilitarian characteristics, such as health/moral consciousness, differentiated non/seldom drinkers from other groups. Discussion and the implications of this study are presented with the goal of aiding binge drinkers themselves as well as prevention and intervention practitioners.
UR - http://www.scopus.com/inward/record.url?scp=34247651139&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=34247651139&partnerID=8YFLogxK
U2 - 10.1177/1077727X04272365
DO - 10.1177/1077727X04272365
M3 - Article
VL - 33
SP - 255
EP - 273
JO - Family and Consumer Sciences Research Journal
JF - Family and Consumer Sciences Research Journal
SN - 1077-727X
IS - 3
ER -