Males' use of alcoholic beverages: a study of contexts

This paper explores the efficacy of lifestyle and demographic profiles constructed from a large, national consumer database as explanatory variables for variations in alcoholic beverage consumption and related behavior by American males across three different usage contexts. The authors conclude that such predictors do serve to account for consumption variability, and that user profiles differ by consumption context. The findings may be useful to policymakers and others who wish to efficiently target their communications efforts.