The Social Contexts of Alcohol Use

Psychology typically takes an individualistic approach to alcohol use that focuses on individual beliefs, motives, and intentions. However, it must also be recognised that alcohol consumption is for the most part an inherently social behaviour. Therefore, this chapter applies a biopsychosocial perspective to alcohol use. After an outline of biological and psychological influences on alcohol consumption, attention is given to social influences. Some of these are macro-social factors such as broad drinking cultures and consumption patterns, alcohol-specific legislation, and advertising and marketing. Others are sub-cultural and sub-group influences. Additional micro-level factors include real-life and online friendships groups and dyads such as drinking buddies or abstinence buddies. All of these social factors must be considered to fully understand unhealthy drinking and to promote healthier behaviour.