Harmful alcohol consumption is a public health concern in the United States especially within college student populations. As universities grapple with attenuating risky drinking, the literature concerning the phenomenon consistently confirms the litany of consequences students may face as a result of the behavior. The motivating factors and influences of alcohol consumption in college students are often various and complex, creating a significant demand for ongoing behavioral research in this area. This study aimed to investigate economic factors at play in college student drinking, specifically how drink prices at bars and other entertainment venues may influence alcohol consumption.
The study’s sample was composed of 131 undergraduate students from a large northeastern university (N=131, 78.6% female, avg. age = 19.47). The participants were prompted with a series of measurements which asked them to ask and respond to vignette-based questions related to how they would purchase/consume alcohol based upon alcohol price (via Alcohol Purchase Task) as well as cup purchase price (via Cup Price Purchase Task). Additionally, participants responded to survey materials which measured the following variables: hazardous alcohol consumption behaviors (via Alcohol Use Disorder Identification Test), day-to-day drinking quantities (via Daily Drinking Questionnaire), and alcohol consequence experience (via Brief Young-Adult Alcohol Consequences Questionnaire). The data was analyzed using group-level and individual-level demand analyses.
Results of the study found participants were more likely to consume a greater number of drinks if the price per drink was cheaper. Similarly, students were more likely to purchase cups with refill options if the corresponding prices were lower. As cup prices increased, however, an increase in the number of refills was also observed, indicating a form of thrift being utilized regarding alcohol consumption. The researchers noted that when a drink price was $2.50 or lower, the average estimated drinking quantity at the respective occasion reached binge drinking definitions at minimum. Further elaboration explained that “bottomless” drink purchasing options at events increases the likelihood of dangerous drinking behaviors.
Takeaway: alcohol consumption among college students may be influenced by economic strategies utilized by venues or hosts. Demand for drinks and subsequent drinking quantities can vary according to the price of alcohol and/or refill-based cup purchasing options.