Document Type
Article
Language
eng
Format of Original
17 p.
Publication Date
Winter 2001
Publisher
Routledge
Source Publication
Journal of Advertising
Source ISSN
0091-3367
Abstract
To assist creators of public service announcements and anti-drinking campaigns, this study provides an in-depth examination of the risks of binge drinking from the perspective of college students. Using current risk models for guidance, key elements from the qualitative data in the study are addressed, including perceived risks and their severity, vulnerability to risks, self-efficacy, response efficacy, benefits from ritual functions, and other costs or benefits based on students' attitudes and beliefs. An integrated risk perception model is introduced. Student participants enumerated extensive risks; however, they generally felt invulnerable to the consequences. Most adopted a management style of “taking chances” when binge drinking because they perceived a built-in safety net in the college environment. Three ritual functions and various attitudes and beliefs help explain why a cost and benefit analysis favors binge drinking. Recommendations are given.
Recommended Citation
Wolburg, Joyce M., "The "Risky Business" of Binge Drinking Among College Students: Using Risk Models for PSAs and Anti-Drinking Campaigns" (2001). College of Communication Faculty Research and Publications. 363.
https://epublications.marquette.edu/comm_fac/363
Comments
Accepted version. Journal of Advertising, Vol. 30, No. 4 (Winter 2001): 23-39. DOI.© 2001 Routledge (M.E. Sharpe). Used with permission.