Reduction Of Consumption Theory: A Test Using The Drinking Patterns And Problems Of Collegians In The United States, 1983-1994 - Statistical Data Included

A national sample of university students in the United States over a twelve-year time period from the 1982-1983 to the 1993-1994 academic year was used to test the reduction (control) of consumption model. The total sample size for each of five time periods during the duration of the study was: 10,247 in 1993-1994; 6,751 in 1990-1991; 6,872 in 1987-1988; 4,719 in 1984-1985; and 5,504 in 1982-1983. Students were administered The Student Alcohol Questionnaire for each of the time periods. The results showed a significant (p [is less than] .001) increase in the percent of abstainers (17.7 to 26.8) and a significant (p [is less than] .001) decrease in the mean number of drinks consumed per week among all students (14.3 to 13.1) over the twelve-year period. There was a significant (p [is less than] .001) decrease in the percent of students who exhibited four drinking and driving related variables, an example of which is having driven a car after consuming several drinks. However, there was a significant increase (p [is less than] .001) or stabilization of most health/personal (for example, vomiting as a result of drinking), social/academic (for example, missing a class because of a hangover), and legal/violent (for example, getting into a fight after drinking) problems related to alcohol. It was concluded that the reduction of consumption hypothesis was supported only by the drinking and driving variables.

Introduction

Philosophies and approaches to reducing drinking problems can be generally categorized as being socio-culturally oriented or reduction of consumption oriented. The socio-cultural model (Plaut, 1967) tends to assume that it is the misuse of alcohol, not alcohol itself, that is the source of drinking problems; that it is important to distinguish between drinking alcohol and the abuse of alcohol; that the misuse of alcohol can be reduced by educating individuals to make one of two decisions (to abstain or to drink responsibly); that societal norms regarding what is acceptable and unacceptable behavior for those who choose to drink must be clear and unambiguous; and that people who are going to drink as adults should gradually learn how to drink before they become adult.

The socio-cultural approach is reflected in such proposals as permitting parents to serve their children alcohol, which gives youth an opportunity to learn sensible and moderate drinking in controlled and safe circumstances; portraying moderation in drinking rather than drinking per se as a sign of maturity; encouraging advertising that portrays alcohol as a natural, normal part of life rather than a sign of masculinity or as a solution to problems; eliminating the stigmatization of alcohol; licensing laws and other measures that move alcohol away from an emphasis on drinking-only settings into activities that can often be enjoyed by the whole family together (sports events, bowling alleys, theaters, certain resort facilities, and so on); changing taverns from dark and furtive haunts to well-lit, cheerful places where people can get food as well as drink (Wilkinson, 1970; Miller, 1982; Thompson et al., 1984; Education Commission of the States, 1970; Cisin, 1978; Hanson and Engs, 1994).

On the other hand, the reduction of consumption model (usually referred to as the control of consumption model) tends to assume that alcohol is the necessary and sufficient cause of all drinking problems; that the availability of alcohol determines the extent to which it will be consumed; that the quantity of alcohol consumed (rather than the manner in which it is consumed, the purpose for which it is consumed, the social context in which it is consumed, etc.) determines the extent of drinking problems; and that educational efforts should be directed toward stressing the problems that alcohol consumption can cause and encouraging abstinence (Single, 1988; Lauderdale, 1977).

The more traditional reduction of consumption approach called for the complete and total prohibition of the manufacture, distribution, sale, possession and consumption of any and all alcoholic beverages. Given the demonstrated failure of Prohibition, adherents of the reduction of consumption model now more typically call for a diversity of measures designed to discourage consumption. These include such policies as imposing higher taxes on alcohol beverages; limiting or reducing the number of sales outlets; further restricting the permissible location for sales outlets; limiting the alcoholic content of beverages; prohibiting or limiting the advertising of alcohol; requiring the use of warning messages with all advertisements and on all beverage containers; requiring the display of warning signs in establishments that sell or serve alcohol beverages; limiting the days or hours during which alcohol can be sold; increasing server liability for subsequent problems associated with the misuse of alcohol; limiting the sale of alcohol to people of specific ages; and eliminating the tax deductibility of alcohol as a business expense (U. S. Department of Education, 1988; New York State Division of Alcoholism and Alcohol Abuse, 1990; Horton, 1989, 1992; Mosher, 1980; Schmidt, 1985; National Temperance and Prohibition Council, 1991; American Council on Alcohol Problems, n.d.)