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An Application of the Theory of Reasoned Action to Alcohol Consumption in UndergraduatesSeeret Kaur Lonj
13653061
James Cook University (Singapore)
PY4113: Design and Analysis for Research
Dr Patrick Lin
, Abstract
This study explored the application of the Theory of Reasoned Action (TRA) on Singaporean
undergraduate students’ alcohol consumption. Two simple mediation models were used to
investigate this effect. In model 1, attitudes was the independent variable (IV) and in model 2
subjective norms was the IV. Alcohol consumption was the dependent variable (DV) and
intention to drink was the mediating variable (MV) in both models. It was hypothesised that of
the two IVs, subjective norms would be a better predictor of alcohol consumption when
mediated by intention to drink. The study was conducted in the form of an online questionnaire
using a sample of 264 participants, none were excluded. The results obtained supported previous
research. Limitations of the study are addressed and suggestions for future research
directions-which could provide critical insights into encouraging safe alcohol consumption
habits.
Keywords: alcohol, Theory of Reasoned Action, intention, attitudes, subjective norms
, An Application of the Theory of Reasoned Action to Alcohol Consumption in
Undergraduates
According to alcohol and drug researchers, alcohol is the most harmful drug around. This
point was made in an influential study by Nutt and colleagues (2010). Research showed that the
heaviest drinkers fall in the age range of late teens to early twenties (Naimi et al., 2003; Windle,
2003). Western centric studies indicated and have documented such drinking patterns in
university students.For example, O’Malley and Johnston (2002) reported that two out of five
American students drank regularly. In addition, Schaffer, Jeglic, and Stanley (2008) indicated
that at least 25% of students in a community college partake in binge drinking. In contrast,
however, little studies have been done on undergraduate drinking habits in Asia, especially
Singapore. An article by the Straits Times (2018) indicated that alcohol abuse among younger
adults in Singapore is becoming more frequent compared to past years. Hence Though
undergraduate years are times for self-discovery and exploration, it is also an important time to
start cultivating healthy drinking habits.
Theory of Reasoned Action
The Theory of Reasoned Action (TRA) (Ajzen & Fishbein, 1980) proposes that
behaviour is a function of behavioural intention. Based on meta-analysis studies behavioural
intentions account for a number of volitional behaviours (Sheeran, 2002). Moreover, behavioural
intentions are a result of beliefs or information through attitudes and subjective norms (Madden,
Ellen, & Ajzen, 1992). Studies regarding behaviours involving alcohol have utilised TRA
extensively. Such studies tackled the intentions to drink excessively (Schlegel, Davernas, Zanna,
DeCourville, & Manske, 1992), intentions to drink and drive (Espada, Griffin, Gonzálvez, &
Orgilés, 2015; Gastil, 2000), and predicting alcohol use (Laflin, Moore-Hirschl, Weis, & Hayes,
, 1994). TRA has also been utilised in creating alcohol intervention programmes (Gerrard et al.,
2006).
Behavioural Attitudes
Ajzen (1991) defined ‘attitude toward a behaviour’ as either a positive or negative
assessment regarding one’s behaviour(i.e.It is good/bad to do X). Various studies have linked
drinking behaviour to attitudes relating to alcohol use (Murphy, O'Sullivan, O'Donovan, Hope, &
Davoren, 2016; Houben, Havermans, & Wiers, 2010).Oei and Morawska (2004) found that
positive evaluations about the effects of alcohol were expected to increase alcohol intake and
vice versa. For example, if an individual perceives that alcohol consumption would increase their
sociability, the chances of them consuming alcohol would be higher. Moreover, attitudes that
favour heavy alcohol consumption are related to outcomes such as overconsumption of alcohol
and alcohol related health problems (DiBello, Miller, Young, Neighbors, & Lindgren, 2018). In
addition, attitudes shaped by alcohol advertisements have been found to relate to drinking
intentions of underage youths and in the alcohol consumption of young adults (Fleming,
Thorson, & Atkin, 2004).
Subjective Norms
Subjective norms occur as a result of normative beliefs and the reasons to comply. Ajzen
and Fishbein (1980) defined normative beliefs as behavioural expectations from an individual’s
significant person(s). If a deviant behaviour is deemed acceptable within a peer group, then it is
more likely that an individual will partake in the deviant behaviour (i.e.smoking,drug abuse).
said activity. Essentially, subjective norms are akin to social pressures to behave in a certain
manner. Such social pressures come from the opinions of people an individual deems ‘important’
(Park, 2000).
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