Title

Insights for Prevention Campaigns: The Power of Drinking Rituals in the College Student Experience From Freshman to Senior Year

Document Type

Article

Language

eng

Format of Original

15 p.

Publication Date

2016

Publisher

Taylor & Francis

Source Publication

Journal of Current Issues & Research in Advertising

Source ISSN

1064-1734

Original Item ID

doi: 10.1080/10641734.2015.1119770

Abstract

Using a ritual behavior model and in-depth interviews, this qualitative study examined the role of alcohol in the lives of college students as they transitioned from freshmen to senior year. Key differences in the drinking ritual emerged across the four years, and insights were noted in students' use of alcohol to form a community of friends, to find order in their lives, and to transition from ill-at-ease adolescents to confident adults. A key campaign strategy emerged based on students' desire to avoid being the one who drinks the most or the one who drinks the least.

Comments

Journal of Current Issues & Research in Advertising, Vol. 37, No. 1 (2016): 80-94. DOI.