Risky Consumer Behaviour: Are Group Processes Overriding Individual Autonomy?

Risky consumption behaviours that occur within a group are likely to be increased by certain internal group mechanisms. This research explored group motivational gain effects within the context of alcohol consumption. While most participants said peer pressure did not play a part in their drinking, group intentions to drink, conjunctive task orientations, such as, drinking games, and buying rounds were found to be likely group motivators of excessive drinking.


Ryan McAndrew and Rebekah Russell-Bennett (2012) ,"Risky Consumer Behaviour: Are Group Processes Overriding Individual Autonomy?", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 329-332.


Ryan McAndrew, Queensland University of Technology
Rebekah Russell-Bennett, Queensland University of Technology


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

Share Proceeding

Featured papers

See More


B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust

Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More


G7. The Presence of Dividing Line Decrease Perceived Quantity

Jun Ouyang, Xiamen University
Yanli Jia, Xiamen University
Zhaoyang Guo, Xiamen University

Read More


M4. How Consumption Experiences Create Value

Gia Nardini, University of Denver
Melissa Archpru Akaka, University of Denver
Deborah MacInnis, University of Southern California, USA
Richard J Lutz, University of Florida, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.