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Alcohol price and intoxication in college bars
Ryan J O'Mara1, Dennis L Thombs, Alexander C Wagenaar
1Department of Health Education and Behavior, University of Florida, FL 32611-8210, USA. ryan.j.omara@gmail.com
Alcoholism, Clinical and Experimental Research
|September 2, 2009
Summary
Higher alcohol prices at bars reduce patrons' intoxication levels. A small price increase per gram of ethanol significantly lowers the risk of leaving an establishment intoxicated, supporting price regulation strategies.
Area of Science:
- Public Health
- Behavioral Economics
- Alcohol Studies
Background:
- Population studies indicate an inverse relationship between alcohol prices and consumption/problems.
- Limited research exists on the micro-level impact of alcohol prices on individual behavior in natural settings like college bars.
Purpose of the Study:
- To assess the cost per gram of ethanol consumed by patrons at on-premise drinking establishments.
- To examine the association between the cost per gram of ethanol and patrons' intoxication levels upon exiting.
Main Methods:
- Data collected from 804 patrons exiting 7 on-premise establishments near a university.
- Anonymous interviews, surveys, and breath alcohol concentration (BrAC) readings were obtained.
- Expenditures per unit of ethanol were calculated based on self-reported drink details and costs.
Main Results:
- A multivariable model indicated that a 10-cent increase in cost per gram of ethanol was associated with a 30% reduction in the risk of exiting intoxicated (BrAC ≥ 0.08 g/210 l).
Conclusions:
- Findings align with economic theory and population-level research on alcohol price elasticity.
- Suggests that regulating drink discounting practices in on-premise establishments can effectively reduce patron intoxication levels.
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