Citation

Piacentini MG, Banister EN. J. Consum. Behav. 2006; 5(2): 145-156.

Affiliation

Lancaster University, Lancaster, UK

Copyright

(Copyright © 2006, John Wiley and Sons)

DOI

10.1002/cb.41

PMID

unavailable

Abstract

This research draws on identity and coping theories to develop an understanding of the ways in which students with differing stances towards alcohol (both drinkers and light/non-drinkers) deal with alcohol-dominated social situations. We report findings from two studies, the first based on the stories of 160 students and the second based on in-depth interviews with eight students. Our research found that many undergraduates view alcohol as playing a central role in student life, with excessive drinking being the norm. However, there is a significant group who are not comfortable with this view, nor do they ascribe to it. Choosing not to engage with the stereotypical student image presents a very real set of problems, stresses and barriers and the students discussed the various coping strategies they had in place to deal with these problems. We discuss the implications of these findings and the challenges for public policy in this area.