ENCOURAGING DRINKING AT SAFE LIMITS ON SINGLE OCCASIONS: THE POTENTIAL CONTRIBUTION OF PROTECTION MOTIVATION THEORY

Abstract

Protection Motivation Theory (PMT) is considered as a possible framework for understanding and moderating higher-risk drinking. To this end questionnaire data were collected from 196 participants about levels of their current drinking and, after they have been alerted to the dangers of excess drinking on single occasions, their cognitions relating to drinking and their intentions for future single occasion drinking. Comparisons of higher and lower risk drinkers among the sample provided support for the applicability of PMT, revealing differences in their cognitions and in their adaptive and maladaptive coping. A supplementary path analysis revealed that health beliefs and coping strategies associated with PMT, together with demographics, account for 42% of the variance in behavioural intentions. These results suggest that PMT could prove a valuable tool for those working in alcohol research and education. Implications for the design of effective interventions are discussed.