Erasmus students Weblog

“A Cognitive and Behavioral Hierarchical Decision-Making Model of College Students’Alcohol Consumption”.
November 16, 2008, 4:50 pm
Filed under: Cases, Classes, Uncategorized | Tags:

Psychology & Marketing, Vol. 22(8): 649–668 (August 2005)  Published online in Wiley InterScience (  © 2005 Wiley Periodicals, Inc. DOI: 10.1002/mar.20078

Review of article from a Proquest data base:

The market of alcohol beverages is very profitable and sophisticated as exists on them huge competition. One of the most desirable consumers are young students who just begin their adult life, The article tries to explain why youth from colleges and universities start drinking, what are their main reasons to do so and how often they used to drink during their studies. All the answers are based on random group of people from biggest American universities.

In my opinion the article itself is not as interesting as of its subject. The language is very specialized and should be understood for people dealing with statistic research rather than marketing behaviors. The main topic is not to explain reasons why college students start drinking but if the results answer some hypothesis given at the beginning. Positive side of the article is huge bibliography on which it is based on so everyone who is interested in this kind of research can easily extend his or her knowledge by reading other publications mentioned in text.


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