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CHAPTER ONE: INTRODUCTION
The concept of social marketing has been a significant force driving the market, particular in such 21th century that is market by the developed technology. As part of its characteristic, social marketing is based on the relevant connection that is established among the targeted group in the market (Gates, Copeland, Stevenson, & Dillon, 2007, p.143). Indeed, selling of behaviors, ideas, and attitudes is currently considered as the key principles of social marketing perspective. Social forces can generally be clarified into three forms: Obedience, Compliance and Conformity in which social norm factor is the key drivers for young adults to drink.
Moreover, the relationship between social norms and drinking behavior is mediated by social motives (such as fit into the group). Hence, those social factors which motives alcohol consumption are important to understanding drinking behavior (White, Labouvie, & Papadaratsakis, 2005, p.56). Multiple drinking motives (enhancement, social, conformity, coping) are as the mediators that explain the relevance between social alcohol expectancies and alcohol abuse. In detail, drinking identity (i.e., cognitive associations between the self and drinking) is regarded as a mediator between those young drinkers’ alcohol consumption motive and drinking behavior. In other word, drinking identity as one of the motivators or promoters strengthens or activates the hazardous drinking outcome (Uziel, 2007, p.585).
Social environment is regarded as the immediate setting in which an individual is exposed to when drinking (Rizzolatti & Craighero, 2004, p.182) Indeed, these social contexts, such as alcohol advertising context that the audiences are exposed to, have been attribute to the bad drinking habits in line accordance with the social learning theory or social cognitive theory. Eagle et al. (2013) illustrates that individuals who possess certain cognitive ability can observe others within the environment of social experiences, interactions and external medium influences. However, whether imitating or conducting certain behavior is depend on individuals’ perspective that interests outweigh the costs and beliefs in self-efficacy. This is a relevant measure that adds value to the final study, including establishing constructive recommendations.
There are different factors causes the drinking behavior of customers. The aim of this dissertation is to explore the reason why Chinese customers have drinking habits and mainly evaluate how the effect of social forces shaping the drinking behavior of Chinese customers.
The following specific objectives have been put forward:
How does the impact of the social forces influence the drinking habit of youth alcohol customers in Beijing China? (Identify the key driver of Chinese youth drinking behavior) – A questionnaire will be utilized for this objective.
How has individual-difference factors been influenced the drinking habits of youth alcohol customers in Beijing China? (In other view, comparing the extent that the social forces or individual reasons causes drinking behavior in China) - A questionnaire will be utilized for this objective.
What are some of the possible active and passive social influences for alcohol consumption behavior? And how have they influenced the drinking behavior among the youth? - Interview questions will be utilized for this objective.
What are some of the correlations of heaving drinking as associated with customers in China? - A questionnaire will be utilized for this objective.
This dissertation is focused on the effects that relevant social forces have attained in influencing the drinking behavior among the customers with the focus directed on China. Chapter two provides relevant literature reviews that demonstrate some of the social forces that that have been pointed out in the reviews include the impact of social conformity, generosity, obedience and compliance. Youths always yield easily to the perceived pressure, especially drinking. Some of them are made to believe the drinking lifestyle is normal (Perkins, 2002, p.167). Individual motives for drinking are central pivot shaping the bad drinking habit of young adults (White, Labouvie, & Papadaratsakis, 2005, p.56). The effect of social forces on the alcohol drinking behavior is highly important yet relatively understudied, which brings out the research methodology illustrating the way that the gap can be filled through. The outcome of the research then will be demonstrated and analyzed in respect of the literature. The dissertation ends up with recommended solutions that correct drinkers’ misperception on alcohol consumption, furnishing a boulevard for future deeper research.
CHAPTER TWO: LITERATURE REVIEW
Overview of the Issue
The town of Beijing in China is characterized by a significant population of youths, between the ages of 18-25 years, who engage in high alcohol usage. The disturbing figures in Beijing about the many youths who are languishing because of the consequences of heavy alcohol use has led social marketers to seek the social forces whose impact may be the cause of the uncontrolled drinking habits. The way in which the effect of social forces influence the drinking habits has also been a topic of research for most social marketers (Gates et al., 2007, p.146). The fact that youth in Beijing view risky alcohol drinking as a norm has also become a worrying issue. They consider such risky drinking in the context of the adaptive developmental processes.
Stimulation for drinking behavior
Scholars in the social marketing field say that risk-drinking behavior results from the neuro-behavioral shifts that have great impact on an individual’s personality, cognitive development and social functioning, particularly during their adolescence stage of life (Wall, McKee & Hinson, 2000, p.371). It has been established in a number researches that youth always look for stimulation which, while truly risky and hazardous, may give them the chance to gain evolutionary pay-offs. Moreover, it must be known that the social environmental cues that a person is exposed to and the ones that signal such pay-offs may lead to the risky behaviors like uncontrolled drinking as seen in the youth.
The social environment that the youths in Beijing are exposed to has been greatly attributed to the massive drinking habits among the young adults. According to research, young adults, particularly those undergoing adolescence, are quite susceptible to the effects of social forces such as conformity, compliance and obedience (Park, Sher, Wood, & Krull, 2009, p.253). The social force that whose impact has the most significant influence on the drinking habit of customers as established in Beijing, China is conformity. According to existing research, youth tend to conform to the existing trends that they see through media and other places. Conformity refers to yielding to the peer pressure.
Most young adults are always unsure on how to behave. They are at a stage of growth and do not have the experience to form independent behavioral decisions (Steinberg & Morris, 2001, p.3). They, therefore, just yield to the peer pressure by behaving in accordance with the conduct of those they mingle with during social events. Surprisingly, some youth are even just directly requested to engage in certain behaviors and they yield to such pressure without critically evaluating its repercussions. Steinberg and Morris have argued that the impact of different social forces is what constitutes to high rates of alcohol consumption that have been reported among different groups of customers in China.
Perspective of sociologists on drinking behaviors
Sociologists have established the fact that human beings, particularly the young adults behave according to what they believe is a norm within that class of people. Alcohol producers, therefore, take advantage of the already existing group pressures and norms to successfully advertise and win many customers for their alcoholic brands (Gates et al., 2007, p.139). Norms within a society define members of a given group and those who do not belong to that particular social class. Conducting oneself in a way that is appropriate to what the group considers a norm has become the only means of demonstrating one’s membership to a given social class.
The young adults in Beijing define youthful lifestyle with drinking of alcohol it has, therefore, become a norm in the town. One has to conform to the drinking habits of other young adults in order to demonstrate that they are also true youth (Pandina, Johnson & White, 2010).
Compliance is the other social force that is a cause of drinking by the alcohol customers in Beijing, China. Compliance is the behavior in a certain way in accordance with a direct request from another person or group of people. There are people who may directly request their allies to engage in a certain conduct (Uziel, 2007, p.584).
Alcohol drinking is one such behavior that individuals are directly requested to practice and yielding to such requests constitutes compliance. Many youth in city of Beijing have confessed in various studies that they started drinking heavily after being directly requested by their peers. Some of the personalities who directly request a person to engage in alcoholism may be individuals held in high esteem by the victims. One decides to yield to such request as a show of obedience to the person requesting. Compliance and obedience has been cited as two other social forces that are causing risky drinking among young youths in Beijing, China.
Individual difference factor
A social marketing research conducted by White, Labouvie & Papadaratsakis (2005) with a view of understanding the perceptions of drinking was done in a residential college known as Ontago. The study examined the reflections, perceptions and attitudes regarding the culture of risky-drinking among the first-years in the college. Part of the findings of the study indicates that alcohol drinking was synonymous to being a first year in the college. Students confessed that one could not be considered to be a true first year within the college if they did not drink alcohol. Alcohol drinking is, therefore, a way of demonstrating that one belongs to the first year group of the college. It was, therefore, a norm to have risky-drinking habits within the college as long as one was a first year.
Another respondent in the study confessed that it was mandatory to drink alcohol while in first year. Many first years did not care about the immoral habit because to them it was a normal practice. They had chosen to conform to the peer pressure they experienced. According to the response given in this study, one appeared like they were a disgrace to the group if they did not drink alcohol, especially during parties. They had to drink in order to fit in the first year group and avoid being condemned by their peers (White, Labouvie & Papadaratsakis, 2005, p.289).
Social perceptions on drinking behaviors
The perception that the impact of these social forces may affect cognition and risky-drinking is always premised the knowledge available about the social influence and growth processes that take place in the young adults. Neurobehavioral and the social shifts that take place during the adolescence stage of growth in the youth’s life has the impact of exaggerating the reward sensitivity, which includes that of social pay-off. Researchers have established social forces to have effect on the cognitive processes and the general conduct of a person, which includes risky-drinking habits (Rizzolatti & Craighero, 2004, p.183).
The study by Rizzolatti & Craighero (2004) forms the basis of this dissertation focuses on a concept of social context that refers to the immediate setting that an individual is exposed to when drinking. It is the company that one sits with in a club while drinking alcohol that shapes one’s alcohol-taking habits. Researchers have found out that the start of alcohol drinking and the abuse of drugs by an individual is likely to take place when they are in the presence of their drinking peers than during moments they are alone.
Focusing on the social transitions that occur in a youth during adolescence, one notices the proof of the social forces, which lead to the risky-drinking habits of youths. Young adults start to spend less time with their parents and most their life is with peers. The peers become their basic social outlets and confidants replacing the parents. During this stage, the youths are mostly concerned with their social status and grow increasingly susceptible and vulnerable to the forces of forces of peer modeling, conformity, compliance and obedience. They start engaging in false conduct, lying to themselves that they are doing the right thing when they are in fact ruining their life (Zack et al., 2003, p.177).
On the aspect of social learning theory, Eagle et al. (2013) has argued that most of the social behaviors are learned and acquired through a social context. This provides a constructive platform of values and measures that define the nature and the context through which a person interrelates with others. When related to a given product, including the consumption of alcohol, it is a measure that is enhanced through other relevant measures that have defined the context of the social environment that supports such drinking behavior. A practical example is a case whereby advertising of alcohol has been considered as a major force that has been influencing the alcohol consumption behaviors among the customers in Beijing, China. In this case, alcohol is advertized as one of the best drink that offers a social connection with what the customers have been looking for, and this is expected to be achieved within a constructive social context provided. Accessibility to advertising sources of alcohol is not a problem as everything is done right from the billboards to other social media platforms such as the Internet. Indeed, this has defined the patterns that most of the alcohol consumers behave.
The influence from social forces
Drinking alcohol, a habit that many children consider bad, becomes a normative behavior at the adolescence stage of growth as they pursue identity exploration. It is a true that human beings are naturally and biologically made to be social creatures as established by many sociologists. People always rely upon each other for entertainment, emotional assistance and survival. One social force that shapes human behavior from one generation to another is modeling. The human brain is made in such a way that it can process social information. Considering a biological point of view, the mirror neuron system reacts to the actions of other people in the very same manner that they respond to one’s behavior. The neurological reaction to other people’s actions is a must for an individual’s capability to act in the same way and generate feelings of empathy (Spear, 2000a, p.423).
Moreover, the neuro-endocrine system is always reactive to the social presence and is tied to the decision-making process of an individual regarding how to behave socially for instance by meeting and drinking alcohol (Spear, 2000b, p.113). The human beings are, thus, biologically set to function in a social environment. It is this interaction of the available social forces and an individual’s biological functioning that results into various behaviors such as risky-drinking as witnessed in the youth of Beijing, China. Indeed, the social transitions of many youth in Beijing in China are associated with excessive drinking of alcohol and substance abuse. It is reported that averagely, 20-year-old youths in Beijing in China, who have finished their high school education heavily consume psychoactive substances such as cigarettes, alcohol and drugs (Zack, Toneatto & MacLeod, 2002, p.338).
The transition from residing in a parent’s house to living in dorms in colleges away from home is marked with risky-drinking behavior of alcohol, mainly among the youth in Beijing, China. Social marketing have clearly established a strong relationship between the youth’s drinking behavior and the level of alcohol-taking by their peers in colleges (Wechsler et al., 2000, p.201). Youths, particularly adolescents, are led into the habit of drinking alcohol by the social forces to which they are exposed. Adolescents are known to be imitators of the trends they see, and this is supported by the idea that they are highly driven by the peer pressure.
Some of the social forces that that have been pointed out in this literature review include the impact of social conformity, generosity, obedience and compliance. Youths always yield easily to the perceived pressure, especially drinking. Some of them are made to believe the drinking lifestyle is normal (Perkins, 2002, p.167). It is true in Beijing, China where a study conducted on most youths who are customers of various alcoholic brands confess to have been led into the habit by the effect of social forces. It is worthy to state from the onset that the meaning of social marketing, as highlighted provides a clear picture of what is taking place in the lives of the customers in China who are frequently consuming alcohol. It is through such social marketing perspectives that researchers endeavor in developing and integrating different measures in trying to arrive at effective methods of advertising that could be used to influence the conduct of people for the greater social wellbeing of the entire community (Eagle et al., 2013, p.56). Indeed, it is also worth to note that the main focus should be on the social change programs that are effective and sustainable.
CHAPTER METHODOLOGY CHAPTER
Research Philosophy
With the focus of the study being on the effects that key social forces have gained in influencing the drinking behavior of people, post-positivism philosophy will be the most appropriate approach for this study. This is a philosophical approach that builds on the relevant tenacities of the social environment that people exists and how they are connected to each other through different practices. It is through such connections that people are likely to influence each other in defining a social environment through which they can influence each other in different activities. This is also based on the fact that in this 21st century, the concept of social marketing has been playing a notable role in defining the consumer market (Gates, Copeland, Stevenson, & Dillon, 2007, p.143).
It is through such environment that the value of social marketing has been felt throughout the continent. In this study, the post-positivism philosophy analyzes on how it has become a trend in defining, packaging, and selling of attitude, behaviors, and ideas as part of the key principles associated with social marketing perspective. In such a perspective that the dissertation is projected to address the effects that are relevant with social forces and how they have been effective in influencing the drinking behavior among the customers in China. Therefore, the post-positivism philosophy has laid a practical foundation of undertaking this study in a more objective way by avoiding some notable bias that are likely to affect the overall delivery of the study (Eagle et al., 2013, p.35).
Research Approach
Given that a post-positivism philosophy has been adopted for the research, it is viable that a deductive approach of research be adopted for the study. It is a significant approach that elaborates on the most common views and inferences linked to the relationship that exists between the findings and the theory of the same environment that the study was conducted. In this case, a social environment is the main focus in this study with the understanding of how social engagements have impacted on the logical reasoning of human beings. With the integration of social forces such as compliance, social conformity, obedience and generosity the project is set to investigate on different measures that are likely to have an impact on the influence process towards the drinking behavior among the youths.
Accessibility
One thing that comes out clear with this study is that the process of collecting primary data for the study is demanding in terms of its organization, finances, and time utilized in collecting all viable data. Therefore, the accessibility to primary data is defined by how prior planning on all processes and measures involved in collecting data are executed. Therefore, gaining accessibility to rehabilitative centers for alcohol addicts will provide the most appropriate background of conducting a successful study by collecting reliable data on the topic under study.
Research Strategy and Design
A case study research strategy has been adopted for this study and its appropriateness is within the capacity of gaining a comprehensive understanding the research processes and perspectives that have been endorsed. This is in accordance to the social forces that are believed to be the influencing in the drinking behavior in China. As a result, a quantitative questionnaire and qualitative semi-structured interviews are key measures that form part of this research strategy.
Data Collection
Sampling Method
As a way of attaining the research objectives established and ascertaining on the validity of the study, a total of 150 research participants are expected to be randomly sampled and undertaken through the study procedures. The selection criterion will be that the participants are alcohol addicts and are under a corrective program and, hence, corrective center are considered as the most appropriate place to conduct the study.
Primary data sources
Considered as the main focus of this study, primary data sources provides pertinent insights that are associated with the topic of study and other key concepts identified within the study. Therefore, primary data sources form the center of collecting data to be utilized in creating conclusions and inferences concerning the issue of alcohol consumption in China. The following is a comprehensive highlight on the key primary data sources that have been identified and proposed for the current study.
Undertaking relevant interviews with the study participants to collect the appropriate data.
Facilitating open-ended questionnaires with the study participants to collect the appropriate data.
Conducting field survey and observation of the groups of participants that have been identified and integrated in the study.
Using the selected case studies as they are related to the current study as a platform of collecting reliable and valid data which is supposed to be used in creating relevant insights and inferences about the study topic.
Secondary data sources
Secondary sources in this study are considered to be essential in support the inferences and conclusions that are established from the primary data collected. Therefore, conducting the study by using secondary data will be of relative importance to the overall project; particularly when it comes to achieving the main goal of the study. As a result, a number of secondary sources have been identified to be used in the main study and they include the following.
The use of various websites and other internet sources for the appropriate data on the research topic.
Utilizing literature reviews from different scholarly articles on the research topic
Utilizing print materials such as reports and articles from newspapers, which should be addressing the issue of alcohol consumption.
Practical information and data from Chinese governmental agencies
Relevant and reliable information and data from reliable non-governmental agencies with research interests in the field of alcohol consumption.
Viable reports from various bodies of research interests in the field of alcohol consumption.
Analysis of Research Findings
Quantitative Data
The numerical findings of this study will be on no use unless they are analyzed appropriately. Outcomes such as percentage occurrences and frequency of the distribution sample of data will have to be established and hence requiring an in-depth analysis on all the data collected. Therefore, the use of excel and SPSS tools will be appropriate in analyzing the qualitative data collected. This will provide a better platform of drawing graphs with the aim of conducting a comparison exercise with the results achieved from the qualitative approach of the study.
Qualitative Data
Ethics, Validity, Reliability, Generalization, and Limitation
This is a relevant section that addresses matters that are associated with ethical values of the study, validity and reliability measures, the aspect of generalization, and the notable limitation of the study. Therefore, it is a phase that lays the foundation and usability of the study findings and the possibility of having factors that are likely to influence or negatively affect the accomplishment of the research goals. The following is a comprehensive highlight on some of these key issues in reference to the topic of study.
Ethical Consideration
While undertaking this study, there are some of the ethical issues that are likely to rise and hence the need to put mitigation measures in place for the purpose of ensuring that the study process is not affected.
The project involves the idea of facilitating discussions of a sensitive topic that is affecting individual respondents or persons engaged in alcohol consumption. This is a major issue that requires a tactical approach that does not infringe on the rights of the participants or expose them to the rest of the world.
Participants that are expected to respond to the structured interviews may opt to decline or stop their participation in the project at any phase without any form of coercion. This is an issue that is not expected to happen but when it takes place the overall execution of the project and other deliverables will be affected significantly.
Participants may opt to lie about the details and other information that are essential for the study. They may also decide to be secretive and fail to deliver the actual picture of the issue being investigated. This will affect the overall delivery of the study findings and hence affecting the expectations of the study.
Apart from the above three highlighted ethical dilemmas associated with this study, there are no other ethical issues that have not been identified. Therefore, there is a need of ensuring the impact of these ethical dilemmas is reduced significantly and this can be achieved by ensuring that participants are not offended through the adopted questionnaires and interviews. Non-intrusive questions will be considered as they are not linked providing personal information. Participants will also be taken through the procedures of the study for the purpose of ensuring that they fully understand what is expected of them and the efforts made in not sharing their sensitive information (Eagle et al., 2013, p.15). As a result, the study consent will be shared with the study participants for them to consider their participation in the whole study process and this will take place after they have been taken through the project procedures.
Validity Measure
With the aspect of validity enhanced in the study, it is expected that all the tools integrated in the study process will measure what is expected to be measured and delivered at the end of the study. In this case, relevant step have been taken in ensuring the aspect of validity is achieved. They include the efforts of appropriately operationalizing the study’s variables that are considered to be of interest in the study. Such relevant variables are the one anticipated to assist the researcher in drawing accurate and appropriate conclusions and inferences over the research topic as directed by the research question. Another notable effort undertaken in this study is the idea of ensuring that factors affecting the delivery of the study findings are addressed appropriately. This has been conducted for the purpose of ascertaining the removal or addressing of any form of errors that are likely to be incurred throughout the study process. As a result, the capacity of generating accurate findings as planned is achieved without any form of complications.
Reliability Measure
Achieving statistically significant results in any given study is something that every researcher would appreciate to realize upon completing the research. In relation to the current study, reliable instruments including questionnaires and interview questions have been incorporated in collected primary data for the study. With such level of reliability of the study findings, it is clear that the overall validity will be assured with key measures undertaken in sustaining it throughout the research process. With such practices sustained in the whole process of the study, there is no doubt that a significant level of reliability will be achieved with the study. The overall impact is that a clear pathway of undertaking future studies within the same field will have been established, and this will be in accordance to the idea of delivering the same findings with the same processes utilized.
Generalizability of the Research
With the key practices for research reliability and validity already considered, the study findings are expected to be utilized as a representation of the general population, especially with their characterization and links to drinking behaviour. In a more constructive way, the sample number expected to be selected represents the population of interests in alcohol consumption and, hence, the findings will be generalized for the rest of the population. The results of this study are of great significance in understanding the social context that can be utilized in defining the alcohol consumers; particularly with regard to how they are influenced to adopt such drinking behaviour. The findings are projected to establish some relevant insights into different approaches that can be adopted in assisting those who have decided to quit drinking, especially when their drinking behaviours have turned out to be a problem (Pandina, Johnson, & White, 2010, p.4). Indeed, it is a study that has numerous benefits to the general population in relation to determining appropriate ways of assisting those planning to quit drinking while creating a platform of assisting those who may not desire to start drinking.
Limitation of the Research
There have been some arguments that the process through which the drinking behavior is influenced by social settings is not understood in a more comprehensive way. Given that the current study seeks to explore on how the effect of social forces influences the drinking behavior of customers, it is not easy to operationalize on some of the constructs that are associated with this study. Another relative limitation is that given the habitual nature associated with social interaction, controlling the aspect of sociality is likely to be a difficult affair. This is based on the idea that there is variability in the interaction of people and hence making it a difficult affair in identifying the social reinforcement on drinking behavior.
A third limitation of the current study is that integration of group interactions is likely to have an impact on the final findings, and this will manifest in unexpected ways. It is based on the idea that the discussion on how the participants are influenced through a socially-oriented setup to engage in drinking behavior is likely to affect their rating on the same. Therefore, these are some of the key limitations that points towards the needs for establishing a stronger literature review in relation to understanding the social environment that alcohol consumers exist. It is also noted that better approaches of measuring sociality and other socially-related values need to be considered (Gates et al., 2007, p.145). Such steps aim at improving on the process of understanding the impact associated with social interactions towards the influence on alcohol consumption.
Bibliography
Eagle, L., Dahl, S., Hill, S., Bird, S., Spotswood, F., & Tapp, A., 2013. Social marketing (1st Ed.). London: Pearson Education.
Gates, P., Copeland, J., Stevenson, R. J., & Dillon, P., 2007. The influence of product packaging on young people's palatability rating for RTDs and other alcoholic beverages. Alcohol and alcoholism, 42(2), 138-142.
Pandina, R.J., Johnson, V.L., & White, H.R., 2010. Peer influences on substance use during adolescence and emerging adulthood. American Psychological Association.
Park, A. Sher, K.J., Wood, P.K., & Krull, J.L., 2009. Dual mechanisms underlying accentuation of risking drinking via fraternity/sorority affiliation: The role of personality, peer norms, and alcohol availability. Journal of Abnormal Psychology, 118(2), 241-255.
Perkins, H.W., 2002. Social norms and the prevention of alcohol misuse in collegiate contexts. Journal of Studies on Alcohol. 14, 164-172.
Rizzolatti, G. & Craighero, L., 2004. The mirror-neuron system. Annual Review ofNeuroscience, 24, 169-192.
Spear, L.P., 2000a. The adolescent brain and age-related behavioral manifestations.Neuroscience and Bio-behavioral Reviews, 24, 417-463.
Spear, L.P., 2000b. Neurobehavioral changes in adolescence. Current Directions inPsychological Science, 9(4), 111-114.
Steinberg, L. & Morris, A.S., 2001. Adolescent Development. Annual Review ofPsychology, 52, 83-110.
Uziel. L., 2007. Individual differences in the social facilitation effect: A review andmeta-analysis. Journal of Research in Personality, 41(3), 579-601.
Wall, A.-M., McKee, S.A., & Hinson, R.E., 2000. Assessing variation in alcohol outcome expectancies across environmental context: An examination of the situational-specificity hypothesis. Psychology of Addictive Behaviors, 14(4), 367- 375.
Wechsler, H., Lee, J.E., Kuo, M., & Lee, H., 2000. College binge drinking in the 1990s: a continuing problem: Results of the Harvard School of Public Health 1999 College Alcohol Survey. Journal of American College Health, 48(5), 199-210.
White, H.R., Labouvie, E.W. & Papadaratsakis, V., 2005. Changes in substance use during the transition to adulthood: A comparison of college students and their non-college peers. Journal of Drug Issues, 35, 281-306.
Zack, M., Poulos, C.X., Fragopoulos, F., & MacLeod, C.M., 2003. Effects of negative and positive mood phrases on priming of alcohol words in young drinkers with high and low anxiety sensitivity. Experimental and Clinical Psychopharmacology, 11(2), 176-185.
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APPENDICES
Appendix 1: Questionnaire about drinking patterns
Background Information:
Kindly indicate that you fully understand the procedures and expectations of the study?
Yes
No
What is your gender?
Male
Female
Are you aged between 18 – 50 years?
Yes
No
Drinking Patterns:
How often did you used to take beer?
More Frequently
Frequently
Occasionally
Rarely
Never
Indicate whether you agree with the following statement: “I get influence by peers to go on a drinking spree”.
I agree
I disagree
How often do you “get influenced by peers to go on a drinking spree”.
More Frequently
Frequently
Occasionally
Rarely
Never
Indicate whether the following statement is right: “I get the urge to drink when I am with friends”.
True
False
How often do you go to the same ‘drinking spot’ for more alcohol?
More Frequently
Frequently
Occasionally
Rarely
Never
Do you carry alcohol to drink it from your house?
More Frequently
Frequently
Occasionally
Rarely
Never
How often do you carry alcohol to drink it from your house?
More Frequently
Frequently
Occasionally
Rarely
Never
How many drinks do you have when drinking alone?
More than six drinks
Five to six drinks
Three to four drinks
Two drinks
One drink
How many drinks do you have when with friends?
More than six drinks
Five to six drinks
Three to four drinks
Two drinks
One drink
Appendix 2: Interview questions
How has your friends influenced your drinking behavior?
How do you believe that you can control your drinking behavior?
What make you g out for a drink?
How has drinking affected the life around you?
