Drink or not to drink: Decision making process in alcohol use among college students

The persistence of alcohol abuse by college students is a continued public health concern. College life often gives students their first true independence and freedom of behavior choices.

This study explores the decision-making process among college students related to their alcohol use. The descriptive Multi-Attribute Utility (MAU) model, the modified version of an SEU decision making model, allows for a detailed investigation of the impact of perceived alcohol-related consequences on the decision to use alcohol, and includes a momentary salience parameter to incorporate proximal influences.

The present study is part of a larger project funded by the Center for Disease Control (CDC). Data collection is ongoing, and we plan to collect data from 1500 students. Participants completed a Student Health Survey to test the MAU model related to alcohol use. Demographics, alcohol use, and other psychological variables were also collected.

We expect that those who have higher MAU scores are more likely to use alcohol. We also expect that personality, self-image, depression and stress have impact on the relationship between MAU scores and alcohol use.

Chi-square will be used to examine ethnic and gender differences in MAU scores. ANOVA will be used to assess differences in alcohol use, personality, and psychological measures. Logistic regression analyses will be performed to determine the predictability of the MAU model on drinking behavior. Understanding the forces for college students to choose to use alcohol will be helpful for a more effective alcohol prevention program for this population.