Exploring College Students’ Perceptions of Negative Consequences of Binge Drinking Through Consumer Collages

Abstract

Binge drinking among young people has become one of the most pressing social problems throughout developed economies. The discussion of its negative consequences has not moved far beyond quantitative research using the factors identified by Wechsler et al. (1994). The purpose of this paper was to investigate students’ perceptions of negative consequences of binge drinking using consumer collages. Our findings indicated that young people’s perceptions of various negative consequences of binge drinking were much more complex and ambiguous than it was portrayed in earlier studies.