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

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