Exploring 'means to an end': The application of Bagozzi's theory to riskier single-occasion drinking

Abstract

Objectives. This is a preliminary study of the applicability of Bagozzi's goal-directed theory (1992) to single-occasion drinking. The hypothesis tested is that intentions to drink at lower limits are enacted when one appraises high levels of self-efficacy, instrumental beliefs, and affect regarding the instrumental acts needed for goal achievement. Design. The study was based on a self-reported questionnaire measured at two time intervals. At Time 1, measures of past single-occasion drinking were collected along with self-reactions and judgments about various strategies for refusing a drink and perceived likelihood of moderating drinking. Two weeks later measures of drinking behaviour were taken. Methods. The study included 158 undergraduate riskier single-occasion drinkers. They were supplied with information about the health risks associated with moderate single-occasion drinking. The outcome measure was riskier single-occasion drinking at follow-up. Results. High levels of self-efficacy, instrumental beliefs and affect coupled with high intentions to drink at safer limits did not predict single-occasion drinking frequency at follow-up. Past drinking was the only significant predictor of riskier single-occasion drinking at follow-up. However, following the process of appraising different strategies for refusing a drink participants reported lower levels of drinking at follow-up. Conclusions. Bagozzi's (1992) hypothesis was not supported in relation to higher risk single-occasion drinking. However, the beneficial effects of the focus upon means and their appraisal for behaviour change promote the role of planning for goal achievement. The implications of these findings for behavioural change are discussed.