Norman, should be targeting the young peoples reasons

Norman, Conner and Stride discuss in their article, the possible reasons for the prevalence of binge drinking among undergraduate students in the UK. They apply behavioural reasoning theory (BRT) in order to assess the binge drinking intentions and possible social issues underpinning the initial need for binge drinking among undergraduate students. BRT, proposed by Westaby (2005) was designed to understand emotional determinants of behaviour, it suggests that the most central determinants of behaviour are intention and perceived behavioural control. The study undertaken used 265 undergraduate students who were asked to complete a questionnaire that assessed their reasons for and against binge drinking, attitude, subjective norm, perceived behavioural control, intention, and past behaviour. The study found that variables from BRT accounted for 80% of the variance in students’ intentions to engage in binge drinking, with attitude, reasons for binge drinking, and past behaviour found to have significant direct effects on intention. Additionally it was found that the primary reason given for engaging in binge drinking was to ‘have fun’, which falls in line with previous research on drinking motives that has indicated that social and enhancement motives are often associated with heavy drinking among students (Kuntsche, Knibbe, Gmel, & Engels, 2005; Lyvers, Hasking, Hani, Rhodes, & Trew, 2010).  This article in response to the very pressing contemporary issue of binge drinking amongst young people is very insightful as it offers a response not only to why perhaps so many young people feel the need to binge drink because of social factors, but also offers insight into what can be done to tackle the issue. They suggest that we should be targeting the young peoples reasons for binge drinking rather than trying to perhaps limit the alcohol available to them. It is suggested that we must change the perceived positive outcomes of binge drinking and highlight the negative consequences of it, whilst also addressing the social reasons for binge drinking. Though, perhaps the most prevalent suggestion put forward is that interventions need to be introduced to reduce the perception that engaging in binge drinking is an easy behaviour to perform that is under the control of the user.