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Family and Consumer Sciences Research Journal, Vol. 33, No. 3, 255-273 (2005)
DOI: 10.1177/1077727X04272365
© 2005 American Association of Family and Consumer Sciences

A Psychographic Analysis of College Students’ Alcohol Consumption: Implications for Prevention and Consumer Education

Soyeon Shim

University of Arizona

Jennifer L. Maggs

Pennsylvania State University

On the basis of alcohol consumption rates, the authors segmented a sample of college students (N = 669) into four types: the non/seldom drinker (17%), the social drinker (43%), the typical binge drinker (25%), and the heavy binge drinker (14%). Once the four segments were defined, each was profiled employing a psychographic scheme that encompasses personal values, beliefs regarding drinking, alcohol shopping orientations, situational contingencies, and demographics. Binge drinkers were best differentiated from social drinkers and non/seldom drinkers by social-hedonic characteristics such as social-affiliation values, psychological consequences of drinking, recreational shopping orientations, and social situations. Binge drinkers were also differentiated by several other market/consumption relevant factors. On the other hand, several utilitarian characteristics, such as health/moral consciousness, differentiated non/seldom drinkers from other groups. Discussion and the implications of this study are presented with the goal of aiding binge drinkers themselves as well as prevention and intervention practitioners.

Key Words: college students • alcohol consumption


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