There is a clear link between the quantity drank and advertising, according to a large body of data on excessive alcohol consumption among college students. The information has stirred discussion and changed how people view the topic. In order to demonstrate that excessive and binge drinking are directly related to advertising, further study is being done to hone this research finding. by doing a thorough secondary investigation, with much of the data on excessive alcohol use in universities around the world coming from the WHO database. The paper also explores some of the negative effects of alcohol, focusing on five main variables which include injuries sustained, alcohol-related group violence, sexual assault, destruction of property and alcohol related car accidents. Data collected is analyzed, depicting all possible inferences resonating from the research findings. The results affirm the hypothesis, that in fact, advertisement is a major cause of excessive alcohol consumption among college students.
Impact of Advertisement on Alcohol Consumption among College Students
Introduction
Alcohol consumption among college students is on the rise, with more learners having alcohol as their preferred drug of choice. Studies have depicted the prevalence of alcohol intake in colleges, and the resulting negative impacts on academic performance. However, research also proves that there is no direct correlation between alcohol consumption and educational productivity, with some students balancing between consumption and academic work. Despite this result, it is evident that not all students are in a position to control their intake habits, resulting in various detrimental effects on academic excellence. Additionally, alcohol consumption has other health and social effects, which hinder productivity and better living among the students. The major force behind this trend is advertisement, owing to its impact in influencing perceptions and instilling excessive alcohol consumption as a social norm.
The aim of this research is to elucidate the various detrimental impacts associated with excessive drinking, with a precise focus on the role played by advertising in promoting alcohol consumption.
Problem Statement
Alcohol consumption among higher institution learners has been a subject of heated debate over the years. The detrimental impacts of alcohol on student performance, health, productivity, and future life, deems it imperative that a study is conducted. Binge drinking is a common trend among students, and has an associated negative impact on their lives on goal achievement, as well as their future health and livelihood. Advertisement is a major influence on learners pertaining drinking. The aim of this study is to uncover excessive drinking and its associated detrimental impacts on students, with a regard for the role played by advertising in behavior instillation.
Purpose of the Study
The purpose of the study is to uncover the associated detrimental effects of alcohol consumption among higher education learners on academic performance, health, behavior, productivity, and future life, with a reference to the role played by advertisement in promoting this depicted trend. From the information garnered in this research, we will be in a better position in regards to comprehension of the scope of the problem, with a precise focus on negative impacts on not only the individual college student, but also society as a whole.
Assumptions of the Study
The study is based on the assumption that advertisement is a direct cause of alcohol consumption among college students, which stems many resultant issues on the livelihood of the abusers. In regards to the conducted study on the volunteer participant, the research assumes that all participants are alcohol consumers, in an attempt to uncover the prevalence of the menace among academics.
Definition of Terms
Drink – 1 shot of liquor, or 12 oz. of beer, or 6 oz. of wine.
Setting/ Establishment – an alcohol selling business
Social Norm – A widespread behavior generally accepted by the society at a given scenario.
Binge Drinking – Consumption of more than 5 drinks within a period of two hours among males, and four drinks among females.
Drink Special Advertisements – Offers on alcoholic drinks in establishments.
Methodology
For a better comprehension of the research question, the study adopts the data method of an online survey, which is targeted towards university student participants. The students will view both drink special and non-drink specials advertisements, and then fill out a questionnaire of 20 questions provided in the online survey. The aim of the questions is to understand how much the viewers have been influenced by the advertisement. The data portrays the impact of advertisement of alcohol consumption among college students.
Literature Review
Drinking among college students is not a new phenomenon, and has been documented for almost half a century. The prevalence of alcohol ingestion among university students is eminent, making for one of the greatest cause of death. It is approximated that 1,400 students die every year, owing to the consumption of alcohol. Additionally, over 70,000 cases of sexual assault as well as 500,000 injuries related to alcohol are reported each year. In addition, 90% of cases of rape, 65% suicide incidents, and 95% of violent crimes in colleges are directly attributed to alcohol (Singleton & Wolfson, 2009). Research proves that much of the evident university problems in relation to crime and other violent offenses are indirectly or directly to drug use, most notably liquor.
Other than the depicted numerous immediate threats and harms of alcohol consumption, there are other associated long-term impacts of liquor ingestion. According to Hingson, Zha, and Weitzman (2009), 4 out of every 10 college students are predicted to have future problems in regards to alcohol dependency. Further research proves that at least 32% of college students have already experienced alcohol depends problems, with 13% only having experienced it in the past month. Predictions point out that 240,000 - 360,000 students are at the risk of dying out of alcohol-related problems in the future (Larimer, 2013). Health related issues are a major resultant of binge drinking among university students, with both immediate and prolonged effects.
Alcohol as a drug has been proven to have grave consequences on academic performance among students, with a 10% increase in intake associated with 6.5% reduction in the likelihood to graduate from college (Arria et al., 2010). Extensive research on the field proves that liquor intake is one of the leading causes of school dropouts, in direct relation to the amount consumed. Alcohol ingestion under ages of 22 years has proven to reduce schooling by a 5% rate, evident among students (Butler, Spencer, and Dodge, 2011). The same has been observed in lower schooling categories, precisely in high school, where drinking has been directly attributed to school dropout. Additionally, alcohol has a fundamental effect on school performance on grades posted. An online survey conducted on university students by Segrist and Pettibone, (2009) revealed that 70% of ‘heavy drinkers’ in college are poor performers, posting grades lower than an average of C+. The research further proved that consistent alcohol intake results in a disinterest in education, with 90% of the participants (all heavy alcohol consumers), depicting a disregard for their academic performance. Liquor ingestion is a chief deterrent to goal achievement in academics in college, and often leads to school dropouts (Hingson, Zha, & Weitzman, 2009). The analysis of the survey pointed out that college drinking is also a main cause of loss of motivation towards attaining academic merit.
Liquor consumption is a key cause of medical expenses and costs in university, resulting in financial loss. 70% of the regular alcohol consumers in college have experienced at least one incident of alcohol-related illness, ranging from minor ailments to serious health problems that endanger their lives (Saltz, 2011). Excessive intake among students is a leading cause of premature deaths, stemming from the associated alcohol-related health complications. Auto crashes and fires are also a common result of college drinking, amounting to a toll of $53 billion in annual costs. The expenditure on alcohol alone among university students totaled $116.2 billion, an amount that could gravely improve financial strains currently facing learners. A 2012 study depicted alcohol consumption among people aged 12-22 years as accounting for 19.7% of the total consumption in the United States (Lewis and Myers, 2010).
Binge drinking is a common phenomenon in university alcohol intake, which entails the consumption of five or more beverages within a span of 2 hours for men, and four for women. Based on this explanation, two in every five students have indulged in binge drinking within the previous month, which is majorly attributed to resultant health complications. Most university parties entail alcohol intake competitions, where individuals indulge in binge drinking, ingesting alcohol amounts that threaten their health and wellbeing. Binge drinking is attributed to many health problems witnessed among college students, owing to the lack of responsible consumption, which stipulates the recommend consumption at 196 g/week (White & Hingson, 2013). In some incidences, this amount is exceeded in hours (if not minutes) among university students.
Excessive alcohol consumption is a leading cause of violence among university learners, as well as noise and property damage. A study focused on the negative impacts of alcohol among learners depicted that of all violence related cases, 86% are alcohol-related (Singleton & Wolfson, 2009). Binge drinking nights in colleges are a common cause of littering and noise pollution, which limits the overall efficiency in the functionality of the institution. It is a concern among colleges, and constant attempts targeting a reduction of these adverse effects are underway, with some colleges introducing stricter regulations to curb this menace. Vandalism and property damage are a key problem to universities, with two out of three college administrators reporting the issue.
Additionally, alcohol is a leading cause of vocational crime, leading abusers into actions they would have undertaken before. Alcohol abusers among students are occasionally or consistently involved in criminal activities, which jeopardizes future prospects is securing a job, or even leading a meaningful life. Criminal activities are prevalent among university students, owing to alcohol influences. Research proves that at least 50% of sexual assaults in higher learning institutions are alcohol-related, with heavy drinkers being the major culprits of the offences (Boekeloo, Novik, and Bush, 2011). Impaired judgment resulting from the consumption of excessive amounts of alcohol is majorly attributed to this fact, a phenomenon prevalent in universities. Sexual assault is a major problem among college students, with over 70,000 students being victims of sexual assault, mostly rape (Larimer, 2013). The impacts of these assaults include the possibility of contraction of sexually transmitted infections and unwanted pregnancies.
A study conducted by the Harvard School of Public Health on 1600 alcohol joints around 118 different colleges revealed that alcohol consumption is directly related to pricing (Hingson, Zha, & Weitzman, 2009). Binge drinking among the college students was higher in institutions where large alcohol volumes were available at lower prices. The low prices were evidently drivers of excessive alcohol consumption, with other supportive forces such as marketing and promotion. Alcohol advertisements are a major influence among college students towards alcohol consumption. Promotions such as ‘All You Can Drink’ depicted higher rates of alcohol consumption, estimated at 19%, in comparison to non-promoted drinking (Segrist and Pettibone, 2009).
Advertising is a major cause of excessive alcohol consumption among university students, in its depiction of consumption as a normal activity. Research proves that advertisement is the leading cause of alcohol consumption, regardless of their age. College students are impacted gravely by alcohol advertising, in regards to the exposure and development of knowledge. Promotion activities aimed at heightening alcohol sales are a major influence to students in regards to excessive consumption, as they offer lower prices for larger quantities (Boekeloo, Novik, & Bush, 2011). A research undertaken by the University of Florida affirmed this fact, conducting an Alcohol and Drug Survey among college students involved in alcohol intake. The results depicted that 49.7% of the participants believed that excessive ingestion is directly attributable to drink specials and other promotion activities among students form the institution (Saltz, 2011).
Through advertising, a belief is created, prompting the use of alcohol. Promotion activities make normal and excessive drinking of alcohol appear to be a social norm, instilling an aspect of trendiness in it (Singleton and Wolfson, 2009). Therefore, it leads to behavior prevalence, as failure results in exclusion from social groups. Conformity is rampant among these students, with non-conformity yielding the lack of friends. Most of the students view it as a custom and trend in their lives. Research has proven that people conform to the ideas of other people provided they are prevalent and popular, despite disagreeing with them (White and Hingson, 2013). For this reason, promotion activities such as ‘$6 For All You Can Drink’ suggest that it is normal to drink excessively, and the low price attracts the students into the activity.
Based on the theory of reasoned action, it is possible to predict the actions and behavior of university students, pertaining conformity to the prevalent norms. The theory created by Ajzen and Fishbein proposes that a person’s behavior is a result of their intentions to actual engagement in that behavior (Boekeloo, Novik, & Bush, 2011). The influence into trying out the activity is caused by the social norms, precisely the attitude towards them. The theory applies to advertising, where the focus is on depicting the associated positive impacts of consumption, as well as relevant product information. The knowledge leads the viewers of the advertisement into trying out the activity, which resonates to the actual indulgence in the act. The theory adequately explicates the forces behind a person’s behavior, which helps uncover the cause of liquor consumption among college students (Singleton and Wolfson, 2009).
Numerous studies have supported this view, regarding the impacts of advertisement on alcoholic beverage drinking among college students. Advertisement has the capacity to alter behavior and perceptions held by learners towards liquor consumption, as depicted by Social Norms Marketing (SNM). The aim of Social Norms Marketing programs is to understand the prevalence of a given behavior that is assumed to exist. These studies are conducted through passing empowering positive visual messages, which focus on altering the previously held perceptions of individuals. These activities have helped quell the associated power of alcohol advertising, resulting in an average of 20% reduction in consumption, within a period of 18 months (Segrist & Pettibone, 2009). The fact that the social norms marketing works in regards to the moderation of consumption proves that the reverse is also true; alcohol advertising promotes excessive consumption (Larimer, 2013). Social norms marketing in bars and other establishments work similarly, promoting excessive intake among college students. Special drinks advertisements are therefore a proven cause of binge drinking among university students, in their attempt to alter perceptions for maximization of sales.
Hypothesis
The primary hypothesis on which this research is built is that advertisement has a grave impact on college students’ behavior and perceptions towards excessive consumption of alcohol, which amounts to prevalence of binge drinking in universities. The research further hypothesizes that the individuals who view the alcohol advertisements will report higher consumption levels, in comparison to those that are involved in the drink-only setting.
Data Methods
A secondary research was conducted, in regards to alcohol consumption among college students, comparing national consumption rates for college students. The data is collected from The World Health Organization statistics in regards to alcohol consumption among university scholars. The data has been refined, to provide an average of the total consumption rates for the past decade. Part of the data is sourced from the United Nations website, providing valuable information pertaining binge drinking prevalence among college learners. For adequate comprehension of the research topic, additional information is provided, in regards to statistical evidence of college alcohol consumption, sourced from American College Health.
Instrumentation
An online research was conducted, in a bid to depict the prevalence of alcohol consumption among college students. The United Nations statistical information sourced from its website has played a critical role in the development of this research. Further data sourced rom the World Health Organization website provides a reliable and credible reference, on which the research is founded on. Comparative data on country consumption among college students is the key foundation of the research, depicting the differences in consumption among college scholars.
Country
% Rate
Male
Female
Argentina
9.3
12.4
8.1
Austria
10.3
11.9
7.6
Belgium
9.8
10.6
8.9
Brazil
8.7
9.3
7.2
Bulgaria
11.4
11.9
10.8
Burundi
9.3
12.1
6.9
Chile
9.3
10.1
8.8
Colombia
6.2
7.6
5.4
Cyprus
9.2
10.7
8.1
Denmark
10.2
12.1
7.2
England
11.6
13.2
9.9
France
11.6
12.2
11.1
Gabon
10.9
11.9
8.8
Georgia
7.7
10.1
5.4
Germany
10.6
13.4
7.2
Greece
9.3
12.1
7.4
Hungary
11.4
12.4
10.1
Iceland
6.3
8.2
4.9
Ireland
10.9
11.4
10.2
Italy
6.1
9.3
4.9
Kenya
4.3
9.1
2.2
Luxemburg
11.2
12.9
10.1
Netherlands
9.6
10.8
9.2
Nigeria
10.1
14.2
6.7
Paraguay
8.8
12.1
5.7
Poland
11.5
13.2
9.1
Romania
14.4
`17.0
10.9
Slovakia
13.0
15.1
10.2
South Africa
12.3
14.2
9.4
Spain
11.2
13.1
9.3
Sweden
9.2
12.1
8.2
Thailand
7.1
9.7
6.0
Uganda
9.8
10.1
9.6
United States
9.2
13.2
8.1
Venezuela
8.9
8.5
9.2
Data Analysis
Through SPSS 14.0 software, data was analyzed in a bid to provide detailed examination of the research results, based on the participants’ contribution to the survey. Using frequencies, descriptive statistics were achieved in regards to the participants. For a correlation of the varied times (6-8 pm) and (9-11 pm) in the varied establishments, a Pearson correlation was adopted on the varied advertisements. For a refined data analysis, any student who stipulated that they do not consume alcohol was left out of the research, as their inclusion would only lower data credibility and correctness.
Limitations
Some of the key problems associated with binge drinking were not common in other countries. With this research exploring various other countries such as third world nations, cases such as drunk driving among college students was not common. However, the research indicates some of the adverse effects it has on different sexes, and therefore, presents an accurate picture of the negative impacts of college drinking. Conversely, the research information focused mainly on excessive alcohol consumption, ignoring people who do not drink excessively, yet bear the negative aspects of drinking. As such, the data presented is not an accurate depiction of the effects of alcohol consumption, but rather the effects of excessive drinking among college students.
Results
The aim of the conduction of this research was to uncover the existence of a direct relationship between amounts of liquor ingested among college students and advertisement. Basing on the research’s hypothesis, it was expected that viewers of the drink special advertisements would depict higher consumption rates, owing to the influence of the advertisements. Concurrently, the participants that viewed the non-drink specials were expected to report lower consumption rates, owing to the lack of a direct influence and trigger towards the activity. The results of the research depict a variation in results, of the amount of intake perceived by individuals, in comparison to their peer’s views, perceived binge drinking quantities, and advertisement popularity, inconsiderate of the condition. These results are as discussed below.
By Country
From the information collected, it is evident that across all nations, men consume alcohol at a higher rate than the female students do. The information provided by WHO (World Health Organization) indicates that the rates of excessive alcohol consumption in colleges is high among male students, but the female students also indicate a high level of alcohol consumption. For instance, the country reporting the highest rates of excessive consumption of alcohol by males is Slovakia, with over 15.1% of the students binging on occasion. Conversely, the country reporting the highest rates of excessive consumption of alcohol among female students is France, with over 11.1% of the female college students reporting binge drinking on occasion. Slovakia reports the highest rates of alcohol consumption throughout the countries examined, with a 13% of the student population being occasional binge drinkers.
Independent variable.
Alcohol consumption
Dependent variables.
Injuries resulting from alcohol-related violence
Group violence
Destruction of property from alcohol related violence
Sexual assault resulting from alcohol
Negative effect on performance
Injuries Resulting from Alcohol-Related Violence
One of the greatest negative effects that can be reported from excessive alcohol use is the frequent occurrence resulting from alcohol consumption. From the data collected it is evident that violence resulting from excessive consumption is frequent in almost all nations. From a summary point of view, 35% of the females reported sustaining injuries resulting from violence, whereas 65% of the respondents with injuries resulting from violence were male. The country where these injuries were highest among the males is Romania, with 11% of the students sustaining injuries related to violence, whereas 3.9% of French female students reported sustaining injuries.
Country
Male
Female
1. Argentina
8.06
2.835
2. Austria
7.735
2.66
3. Belgium
6.89
3.115
4. Brazil
6.045
2.52
5. Bulgaria
7.735
3.78
6. Burundi
7.865
2.415
7. Chile
6.565
3.08
8. Colombia
4.94
1.89
9. Cyprus
6.955
2.835
10. Denmark
7.865
2.52
11. England
8.58
3.465
12. France
7.93
3.885
13. Gabon
7.735
3.08
14. Georgia
6.565
1.89
15. Germany
8.71
2.52
16. Greece
7.865
2.59
17. Hungary
8.06
3.535
18. Iceland
5.33
1.715
19. Ireland
7.41
3.57
20. Italy
6.045
1.715
21. Kenya
5.915
0.77
22. Luxemburg
8.385
3.535
23. Netherlands
7.02
3.22
24. Nigeria
9.23
2.345
25. Paraguay
7.865
1.995
26. Poland
8.58
3.185
27. Romania
11.05
3.815
28. Slovakia
9.815
3.57
29. South Africa
9.23
3.29
30. Spain
8.515
3.255
31. Sweden
7.865
2.87
32. Thailand
6.305
2.1
33. Uganda
6.565
3.36
34. United States
8.58
2.835
35. Venezuela
5.525
3.22
Group Violence
Group violence were closely related among the male and female students as a result of binge drinking. With 55% of the males reporting a significant occurrence of group violence and violence, and 45% of the women reporting the same, the country with the highest rates of group violence among students was Romania with over 8.3% of the male respondents reporting having engaged in group violence under the influence of alcohol. The women as well, reported a very high rate of 5% of the French female students reporting engaging in group violence under the influence.
Group Wars
Male
Female
Male
Female
1. Argentina
12.4
8.1
6.82
3.645
2. Austria
11.9
7.6
6.545
3.42
3. Belgium
10.6
8.9
5.83
4.005
4. Brazil
9.3
7.2
5.115
3.24
5. Bulgaria
11.9
10.8
6.545
4.86
6. Burundi
12.1
6.9
6.655
3.105
7. Chile
10.1
8.8
5.555
3.96
8. Colombia
7.6
5.4
4.18
2.43
9. Cyprus
10.7
8.1
5.885
3.645
10. Denmark
12.1
7.2
6.655
3.24
11. England
13.2
9.9
7.26
4.455
12. France
12.2
11.1
6.71
4.995
13. Gabon
11.9
8.8
6.545
3.96
14. Georgia
10.1
5.4
5.555
2.43
15. Germany
13.4
7.2
7.37
3.24
16. Greece
12.1
7.4
6.655
3.33
17. Hungary
12.4
10.1
6.82
4.545
18. Iceland
8.2
4.9
4.51
2.205
19. Ireland
11.4
10.2
6.27
4.59
20. Italy
9.3
4.9
5.115
2.205
21. Kenya
9.1
2.2
5.005
0.99
22. Luxemburg
12.9
10.1
7.095
4.545
23. Netherlands
10.8
9.2
5.94
4.14
24. Nigeria
14.2
6.7
7.81
3.015
25. Paraguay
12.1
5.7
6.655
2.565
26. Poland
13.2
9.1
7.26
4.095
27. Romania
11
10.9
6.05
4.905
28. Slovakia
15.1
10.2
8.305
4.59
29. South Africa
14.2
9.4
7.81
4.23
30. Spain
13.1
9.3
7.205
4.185
31. Sweden
12.1
8.2
6.655
3.69
32. Thailand
9.7
6
5.335
2.7
33. Uganda
10.1
9.6
5.555
4.32
34. United States
13.2
8.1
7.26
3.645
35. Venezuela
8.5
9.2
4.675
4.14
Destruction of Property
As indicated in the table, the rates of alcohol destruction throughout various countries is very high. Of all the cases reported in various countries, it is evident that more than 54% of the offences are caused by male students whereas 46% of the damages are caused by female students.
Country
% Rate
Male
Female
1. Argentina
9.3
6.696
3.726
2. Austria
10.3
6.426
3.496
3. Belgium
9.8
5.724
4.094
4. Brazil
8.7
5.022
3.312
5. Bulgaria
11.4
6.426
4.968
6. Burundi
9.3
6.534
3.174
7. Chile
9.3
5.454
4.048
8. Colombia
6.2
4.104
2.484
9. Cyprus
9.2
5.778
3.726
10. Denmark
10.2
6.534
3.312
11. England
11.6
7.128
4.554
12. France
11.6
6.588
5.106
13. Gabon
10.9
6.426
4.048
14. Georgia
7.7
5.454
2.484
15. Germany
10.6
7.236
3.312
16. Greece
9.3
6.534
3.404
17. Hungary
11.4
6.696
4.646
18. Iceland
6.3
4.428
2.254
19. Ireland
10.9
6.156
4.692
20. Italy
6.1
5.022
2.254
21. Kenya
4.3
4.914
1.012
22. Luxemburg
11.2
6.966
4.646
23. Netherlands
9.6
5.832
4.232
24. Nigeria
10.1
7.668
3.082
25. Paraguay
8.8
6.534
2.622
26. Poland
11.5
7.128
4.186
27. Romania
14.4
5.94
5.014
28. Slovakia
13
8.154
4.692
29. South Africa
12.3
7.668
4.324
30. Spain
11.2
7.074
4.278
31. Sweden
9.2
6.534
3.772
32. Thailand
7.1
5.238
2.76
33. Uganda
9.8
5.454
4.416
34. United States
9.2
7.128
3.726
35. Venezuela
8.9
4.59
4.232
Discussion
Binge and excessive drinking is a common trend among college students, with a depiction of the average indulgence as 1-3 days per week. In these occasions, the students are involved in the activity of consuming above five drinks per two-hour sessions, which totals to 6-14 alcoholic beverages for the entire week’s consumption. The role played by advertising inn influencing this trend is major, basing o the research results garnered from the study. It is evident that in settings with special drink advertisements, there are higher levels of alcohol intake, for both males and females, inconsiderate of the timeframes. The research therefore proves that advertisement does, for a fact, influence social norms, prompting college students to indulge in the activity of drinking, in both moderate and excessive levels.
The research results are in accordance with the provisions of the current research, pointing out advertisement as a major influence to scholars, pertaining alcoholic beverage intake. As depicted in the literal analysis, there is immense literature on the impact of alcohol on scholars, with a regard for the role played in influencing this trend. The results of this research further prove this assumption, pointing out the numerous impact of alcohol advertising on the actual consumption among university students. Social norms are a key driver of individual behavior, as well as societal trends and beliefs. In a university setting, it is evident the prevalent social norms of institutions and social groups have a grave influence on individual consumption of alcohol, and the tendency to involve oneself in the activity of binge drinking. It puts most learners at the risk of health deterioration, as well as other depicted social problems, owing to the consumption of alcohol.
Alcohol consumption has detrimental effect on not only a person’s health, but also their behavior and productivity as members of a society. The future of a society lies in the hands of the young, as they form the prospect generation. Most importantly, the learned individuals have an important role to play, in furthering humanity and advancing mankind, in an attempt to better and improve the overall livelihood. Alcohol indulgence in college only works to limit the productivity of these future leaders and drivers of societal prosperity, as they tend to spend much of their tie in partaking alcohol, as well as treating resultant problems. Additionally, their health is at risk, reducing the lengths of their lives, which directly minimizes productivity, wing to the reduced time span for service.
Research has not clearly identified the direct correlation between alcohol ingestion and academic performance. However, it is evident that excessive liquor intake has fundamental impacts on the behavior of college students, therefore impacting their productivity. Indirectly, excessive consumption affects academic performance, in that valuable academic time is wasted in the partaking of alcohol and other related activities. Liquor has also been proven to have a direct impact on the health of the consumer, with varied mental impacts. It is apparent that these health impacts fundamentally affects the academic performance of the student, either directly through deteriorating memory capacity as well as associated cognitive impacts, or indirectly through time spent on treatment and the resultant social problems. Elimination of alcohol from a university student’s life is expected to improve his or her performance, in that he or she can better focus on enhancing their productivity. School dropouts among excessive alcohol consumers in colleges are significantly higher, in comparison to non-consumers, as well as relatively moderate consumers. College is a vital part for human development in the contemporary society, with attendees having slightly higher chances of achieving success in their future lives. Job acquisition is majorly based on academic excellence, which is majorly affected by excessive consumption among learners.
Evidently, the conducted research depicts the impact of excessive intake on sexual behavior, precisely the prevalence of sexual assaults in university. Sexual assaults are a major problem in the current world, and there is immense need to work towards solving the menace. Excessive consumption among college students only works to counteract this process, putting more people at the risk of being potential victims of sexual assault. Impaired judgment resulting from liquor intake is the primary cause of this behavior, making it a threat. The repercussions of such behavior are detrimental, putting not only the student’s future life at risk, but also those of other students around him or her. A reduction or total ceasing of consumption would immediately better college life, amounting to a reduction in sexual assault cases.
The role played by advertising in the prevalence of these alcohol related issues is immense, owing to its direct association with excessive ingestion. In colleges, advertising aimed at luring students into the consumption of alcohol is prevalent, accounting for one of t...
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