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The way of thought and vision and memory is that they often come upon you unexpectedly, presenting nothing new but usually with a clarity and emphasis that it all seems new. This will sometimes happen after a long period of indecision or when things are extremely difficult, as they have long been for the country, in most homes and among ordinary individuals. Watching one's life savings dwindle away, the nest‐egg laid down for security in an uncertain world, is a frightening process. This has happened to the nation, once the richest in the world, and ot its elderly people, most of them taught the habit of saving in early youth. We are also taught that what has been is past changing; the clock cannot be put back, and the largesse—much of it going to unprincipled spongers—distributed by a spendthrift Government as token relief is no answer, not even to present difficulties. The response can only come by a change of heart in those whose brutal selfishness have caused it all; and this may be a long time in coming. In the meantime, it is a useful exercise to consider our assets, to recognize those which must be protected at all costs and upon which, when sanity returns, the future depends.

The purpose of this paper is to, with increasing recognition of the importance of upstream factors in individual behavior, provide an example of how the Community Readiness Model (CRM) was used as a tool to understand the barriers within the broader environment to achieving reductions in the use of alcohol by college students and how this resulted in identifying upstream social marketing strategies. Downstream social marketing approaches have been broadly implemented on college campuses to curb alcohol use and binge drinking, with mixed results.

Using the CRM protocol, assessments to measure the community readiness to address issues related to college alcohol use were conducted for each of 12 campuses belonging to a Midwestern state university. Six key informants at each campus were interviewed. Interviews were scored for each of six dimensions, and they were also analyzed for themes. Results were then used in a workshop to develop action plans based on social marketing principles.

All campuses received high scores for the efforts dimension and, to a lesser extent, resources. However, leadership readiness levels varied significantly across campuses, while community climate and knowledge of the issue readiness levels were relatively low. Top leadership and faculty were identified by campuses as specific areas to target using social marketing principles.

The CRM is an accessible and inexpensive method for gathering data on upstream factors related to social issues, such as college drinking. It can be used in conjunction with other data gathering tools (e.g. prevalence surveys) to better understand the macroenvironment in which behavior takes place.

Significant alcohol use increases the risk of injuries and violence in young people. The purpose of this paper is to examine factors associated with receiving street service care for alcohol intoxication, alcohol-related injury or violence among young people in a night-time economy (NTE).

Participants included 217 young adults, 135 of whom required street service care on a Friday or Saturday evening in an Australian entertainment district. The remaining 88 young adults were a matched control sample. Participants were surveyed and provided a breathalyser sample. A multinomial logistic regression was conducted to examine the relationship between blood alcohol content (BAC) level, subjective intoxication, gender, illicit drug use, age, preloading, total drinks consumed, and the receipt of care for intoxication, injury, or violence.

Of those who received care, 70.4 per cent received it for intoxication, 19.3 per cent for injury, and 10.3 per cent following a violent incident. Male gender and high BAC level were associated with receiving support following a violent incident. High-subjective intoxication and female gender were associated with receiving support for injury.

Results demonstrate the factors associated with receiving street service care for young people in the NTE experiencing non-emergent health needs. Further research is required to examine the impact of such a service on crime, injuries, and frontline service resources.

This is the first study to examine factors associated with receiving street service care for alcohol intoxication, injury, or violence in a NTE. Results inform policy and practice relating to the provision of street service care in the NTE for non-emergent health problems, and how this interrelates with other frontline services.

The purpose of this paper is to give an overview of the scientific evidence for reduced drinking in alcohol use disorders. While the aim of alcohol use disorders (AUD) treatment usually focuses on abstinence, only a minority of individuals with AUD enter treatment. Lack of alternative treatment goals, including reduced drinking instead of abstinence, have been identified as a potential barrier for treatment entry. Epidemiological and treatment outcome studies reveal that a large proportion of individuals with AUD are able to substantially reduce their alcohol intake for a prolonged duration of time.

A narrative review of the literature on prevalence rates and health effects as well as evidence-based approaches fostering reduced drinking in individuals with AUD is presented.

Reduced drinking is associated with improvements in both morbidity and mortality. Research has identified evidence-based psychosocial and pharmacological treatment approaches; however, implementation is still scarce.

Target groups for interventions fostering drinking reduction instead of abstinence are defined and desiderata for further research are outlined.

The purpose of this paper is to investigate the prevalence and influence of social network website (SNW) content about alcohol use and abuse on job applicant reactions to their prospective immediate supervisor and toward applying for the job.

In Study 1, raters coded photographs and photo captions found on 1,048 personal SNWs of US managers or business owners. Approximately 22 percent of managers’ personal SNWs contained references to alcohol, providing a base rate large enough to warrant further research. In Study 2, laboratory experiment participants saw a fictitious company’s website including a professional managerial profile. A 3 × 3 factorial design then varied whether the prospective manager’s comments on his personal SNW emphasized professional activities, social drinking, or alcohol abuse; also, the manager’s friends’ comments emphasized work activities, social drinking, or alcohol abuse. A control group did not see a personal SNW.

Alcohol abuse information on personal SNWs – whether posted by the manager or by the manager’s friends – negatively affected attitudes toward the manager. Alcohol abuse information posted by the manager (but not by the manager’s friends) decreased the willingness of participants to apply for the position. These findings were consistent with the Brunswick Lens Model and the warranting hypothesis.

This is the first study to investigate managerial SNW content and it effects upon prospective job seekers’ attitudes.

Concerns about underage drinking have led to calls for a UK ban on alcohol sponsorship of sport. Such a ban would have severe financial consequences for many sports, so should not be implemented without thorough consideration of its likely effectiveness. This study investigating the alcohol consumption intentions of 14 and 15 year olds showed that boys who were involved in sport were more likely both to drink alcohol and to get drunk, with awareness of sponsorship enhancing the likelihood of these behaviours. Girls involved in sport, however, showed more negative attitudes than their peers towards alcohol. It is argued that boys involved in sport are socialised into a traditional masculine alcohol and sports culture, which is reinforced by sponsorship. Evidence from studies on tobacco sponsorship suggests that health-related marketing communications and the use of low-alcohol or non-alcohol brands for sports sponsorship could be more effective than a ban in changing the culture.

This paper aims to explore the risk and benefit perceptions influencing beer patrons’ purchase and consumption decisions in India. It delves into the drivers behind consumers’ consumption patterns and attitudes towards beer, which subsequently impact their behavioural intentions, including word-of-mouth recommendations and repurchase intentions.

The study uses a structured questionnaire to collect data from 306 beer patrons in Delhi and the National Capital Region. Through exploratory factor analysis and structural equation modelling, the research examines the risk (5) and benefit (3) factors associated with beer consumption using a factor model consisting of 29 constructs. A conceptual framework illustrates the interrelationships between variables, which are subsequently validated empirically.

The findings reveal that patrons’ attitudes towards beer are influenced by their perceptions of risk and benefit. Specifically, health and socio-psychological risks are identified as the most significant and negatively impacting factors on patrons’ attitudes. Factorial analysis demonstrates that patrons’ attitudes towards beer are positively influenced by their perception of benefits such as value for money, sensory appeal and convenience. Furthermore, the study highlights that an increase in benefit perception or a decrease in risk perception leads to a favourable shift in patrons’ attitudes towards beer.

To the best of the authors’ knowledge, this study will be the first to investigate how beer consumers’ consumption patterns and purchase decisions are impacted by assessing consumer risk and benefit perceptions. This study will also aid stakeholders in tailoring their beer offerings better to meet the desires and requirements of their customers.