Alcohol Consumption in Colleges

Alcohol Consumption in Colleges

Approximately 20% of college students meet the criteria for having an alcohol use disorder. Subsequently, roughly 60% of college students ranging from the age of eighteen to twenty-two disclosed alcohol consumption within the last few weeks. Further, two out of three of these individuals usually engage in binge drinking (Galbicsek, 2023). Notably, binge drinking is also known as excessive drinking, which means that an individual will consume about five or more drinks in a few hours (White & Hingson, 2014). Looking at these statistics, it is obvious that there is a prevalence of alcoholism in colleges, which is affecting millions of students worldwide. There are various reasons why the college experience comprises such high numbers of alcohol consumption. One is the norms and social pressure experienced in college. College environments often promote a culture where alcohol consumption is seen as a normal or, rather, an expected part of socializing and partying. As such, in order to fit in and be part of social circles, there is peer pressure to drink, which leads students to consume more alcohol than they otherwise might.

The second main reason for alcohol consumption in colleges is that it is used as a coping mechanism due to stress (Weiten et al., 2014). College life can be nerve-wracking due to academic pressures, financial concerns, and social challenges. All these situations can lead to negative emotions such as anxiety, worry, tension, and depression. One of the central effects of alcohol is a euphoric feeling that lets one relax and seems to somehow melt their troubles away. This then becomes a coping mechanism that students turn to every time they are stressed, which can be quite often in college environments, which results in excessive drinking and alcohol abuse. A third reason why there is excessive alcohol consumption on college campuses is because of ease of access. College campuses usually have easy access to alcohol, whether through on-campus bars, parties, or off-campus establishments. This accessibility makes it convenient for students to obtain and consume alcohol frequently. This is in addition to the celebratory culture in colleges. Colleges are often associated with celebrations, such as sporting events, fraternity/sorority parties, and milestone events like birthdays and graduations. These occasions can serve as excuses for excessive alcohol consumption, leading to binge drinking and alcohol-related problems.

Fourthly, college students are significantly influenced through advertising and media influence to consume alcohol. It is no secret that college students are highly exposed to alcohol consumption advertisements, which may influence their alcohol consumption directly. However, not much is said about how theoretical conceptualizations such as the marketing receptivity model (MRM) and message interpretation process (MIP) model posit that the effects of exposure may be mediated through cognitive and affective responses. The MRM proposes that exposure to marketing messages influences persons’ receptivity to those messages, which in turn affects their attitudes, beliefs, and behaviors (Finan et al., 2020). In the context of alcohol advertising, exposure to advertisements can increase receptivity by creating favorable associations with alcohol brands, promoting positive attitudes toward drinking, and shaping perceptions of alcohol as desirable or socially acceptable. Cognitive and affective responses mediate the relationship between exposure to alcohol advertising and subsequent consumption behaviors. For example, positive affective responses to advertisements may enhance the appeal of alcohol, leading to increased consumption.

On the other hand, the MIP Model emphasizes the role of message processing in shaping individuals’ responses to advertising stimuli. According to this model, exposure to alcohol advertising triggers cognitive processes involved in interpreting and evaluating the message content (Finan et al., 2020). These processes include attention, comprehension, elaboration, and persuasion. Affective responses, such as emotional reactions to advertising content, also play a significant role in mediating the effects of exposure on behavior (Finan et al., 2020). Positive emotions elicited by alcohol advertisements may enhance the persuasive impact of the message, leading to increased intention to consume alcohol and actual consumption behavior.

In conclusion, exploring the various reasons for alcohol abuse among college students reveals an extensive list of risk factors that make every student vulnerable. As such, addressing alcohol abuse among college students requires a multifaceted approach that includes education, prevention efforts, policy changes, and support services aimed at promoting healthier behaviors and reducing the negative consequences associated with excessive drinking.

References

Finan, L. J., Lipperman-Kreda, S., Grube, J. W., Balassone, A., & Kaner, E. (2020). Alcohol marketing and adolescent and young adult alcohol use behaviors: A systematic review of cross-sectional studies. Journal of Studies on Alcohol and Drugs, Supplement, (s19), 42-56.

Galbicsek, C. (2023, November 14). College alcoholism and binge drinking. Alcohol Rehab Guide. https://www.alcoholrehabguide.org/resources/College-Alcohol-Abuse/

Weiten, W., Dunn, D. S., & Hammer, E. Y. (2014). Psychology applied to modern life: Adjustment in the 21st century. Cengage Learning.

White, A., & Hingson, R. (2014). The burden of alcohol use: Excessive alcohol consumption and related consequences among college students. Alcohol research: current reviews, 35(2), 201.

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Research findings indicate that alcohol consumption is particularly prevalent on college campuses.

Alcohol Consumption in Colleges

What is it about the college experience that contributes to the high rates of alcohol abuse among students?