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EMAC 2020 Regional Conference

Positive alcohol outcome expectancies: Does personal binge drinking experience matter?

Published: September 16, 2020


Marija Cutura, University of Mostar; Mirna Leko Simic, The Josip Juraj Strossmayer University of Osijek; Emir Agic, University of Sarajevo


Motivational theory; Binge drinking behavior; Alcohol outcome expectancies


The main purpose of this study was to understand behavioral drinking patterns in accordance with positive alcohol outcome expectations. The data were collected on a sample of students from Bosnia and Herzegovina. Several regression models were used to observe alcohol consumption continuum in interaction with binge drinking. Results have shown the existence of marginal point where binge drinking behavior doesn’t affect positive outcome expectancies, but the non-binge drinkers believe that intensive drinking leads to positive outcomes. This study contributes to deeper understanding of relation among drinking patterns and positive alcohol expectancies as a starting points for social marketing strategies.