Szmigin, Isabelle, Clarke, David, Griffin, Christine, Bengry-Howell, Andrew, Mistral, Willm and Hackley, Chris
Calculated hedonism and young people's drinking practices
At Australian and New Zealand Marketing Academy (ANZMAC) Conference, Australia.
04 - 06 Dec 2006.
Many young people enjoy alcohol consumption as part of their social lives, but recently there has been increased concern regarding the amount they drink and how they behave in public places when intoxicated. So called 'binge' drinking has become a particular concern in the UK. Such drinking behaviour is often positioned in opposition to 'normal' drinking yet the current consumption environment is one that encourages drinking through marketing and liberalisation of licensing laws. This exploratory study examines perceptions of drinking behaviour by young people actively engaged in social activities that involve alcohol consumption. It identifies a number of themes that inform different drinking contexts and drinking styles and suggests the concept of calculated hedonism as helpful in better understanding young people's drinking behaviour
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