198945 Using the Theory of Planned Behavior to explain the drinking motivations of social, high-risk, and extreme drinkers on game day

Tuesday, November 10, 2009

Tavis Glassman, PhD, MPH , Health Education, University of Toledo, Toledo, OH
Robert Braun, MPH, CHES , Health Education, University of Toledo, Toledo, OH
Virginia J. Dodd, PhD, MPH , Department of Health Education & Behavior, University of Florida, Gainesville, FL
Jeff Miller, PhD , University of Phoenix, Gainesville, FL

Objective: This research assessed the extent to which the Theory of Planned Behavior (TPB) correctly predicted college student's motivation to consume alcohol on game day based on alcohol consumption rates. Methods: A time series study was conducted utilizing 3000 randomly selected college students. On the Monday following one of three designated college home football games three different cohorts consisting of 1,000 participants respectively were invited to complete an anonymous web-based survey. Path analyses were conducted to determine which of the TPB constructs was most effective in predicting Behavioral Intention and alcohol consumption among social, high-risk, and extreme drinkers. Social drinkers, high-risk, and extreme drinkers were defined as males who consumed 1-4, 5-9, or 10 or more drinks on game day (1-3, 4-8, or eight or more drinks for females), respectively. Results: Attitude Towards the Behavior and Subjective Norms constructs predicted participant's intentions to consume alcohol and corresponding behavior among all three classifications of drinkers; whereas the Perceived Behavioral Control construct inconsistently predicted intention and alcohol consumption. The proportion of variance the TPB model explained decreased the more participants drank based on Behavioral Intentions. Conclusions: It appears that Attitude Toward the Behavior and Subjective Norm constructs within the TPB can effectively be utilized when designing universal prevention interventions targeting game day alcohol consumption among college students. However, the applicability of the PBC construct remains in question. While still helpful, behavioral theories other than the TPB should be considered when addressing the needs of high-risk and extreme drinkers.

Learning Objectives:
Evaluate the Theory of Planned Behavior as an appropriate behavioral science theory for explaining alcohol consumption among college students on game day. Identify which constructs within the TPB to utilize when designing interventions for social, high-risk, and extreme drinkers on game day. Discuss behavioral interventions indicated for universal prevention and the need to utilize other behavioral theories for indicated prevention related to game day drinking among college students.

Keywords: Alcohol Problems, Theory

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: Currently serve as an Assistant Professor at the University of Toledo specializing in health promotion. Served as the Coordinator for Alcohol & Other Drug Prevention at the University of Florida for eight years.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.