Game Day Alcohol Expectancies among College Students from a University in the Southeast

Abstract

Background: The alcohol consumption associated with college sporting events depicts a public health challenge. Purpose: The aim of this investigation involved assessing the alcohol expectancies among college students associated with home football games and which of these expectancies was most predictive of high-risk drinking. Methods: Researchers employed a cross-sectional study design, collecting data via an electronic survey the Monday after the final home football game of the season from a group of randomly selected college students. Results: An exploratory factor analysis revealed four expectancies were associated with alcohol use on game day: Rowdy Fan, Fun, Social Confidence and Sexual Opportunity. The Rowdy Fan construct was the most predictive of alcohol use on game day; whereas, the Sexual Opportunity expectancy was not statistically significant. Discussion: The results from this study indicate college students are motivated to drink on game day to root for their team, have fun, and to enhance their social confidence. Translation to Health Education Practice: Alcohol expectancies are common; however, people drinking alcohol to enhance their rowdiness to cheer for their team constitutes a unique expectancy which public health and school officials must address. Health communication and media literacy campaigns may help remedy entrenched alcohol expectancies.