University Marketing Consumer Behaviour: Alcoholism Analysis

This essay examines the multifaceted relationship between marketing and consumer behaviour, with a specific focus on the societal issue of alcoholism. It begins by identifying alcoholism as a predominant community issue, highlighting its detrimental effects on cognitive functions, decision-making, and its association with violence and criminal activities. The essay then explores alcoholism through deontological and consequentialist ethical perspectives, discussing how these frameworks view the morality of alcohol consumption and its consequences. Furthermore, the essay analyzes the role of social media in exacerbating alcoholism, detailing how advertising, brand promotion, and the sharing of alcohol-related content contribute to increased consumption, especially among young people. Finally, the essay provides recommendations for addressing the consumption challenge, suggesting strategies to prevent alcoholism across different age groups, including education, normative guidance, and the use of positive role models.

Running Head: MARKETING CONSUMER BEHAVIOUR
Marketing consumer behaviour
Student’s Name
University Name
Author’s Note

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1. Identification of alcoholism as a predominant community issue
Alcohol has a Havoc effect on the cognitive functions of a person. It diminishes the capability of
the person regarding reasoning; self control as well as reduces their power of judgement and
decision making skills. This is what projects the personality of an individual towards risk
behaviour after alcohol consumption. These factors in combination might create greater risk of
getting involved into actions of violence for drawing leader as an individual who entangles into
search criminal activities for a person who becomes a victim of such activities.
The World Health Organisation demarcates excessive alcohol consumption as a major reason
behind violence. The database of World Health Organisation shows that alcohol consumption is
associated with 35% of the perpetrators of physical violence and assault in USA.
Alcoholism also deeply associated with criminal activities like rape, assault, battery discharge as
well as murder and other forms of abuse also. The council for alcoholism and drug dependence,
reports that violence and crime have been aggravating in in many countries because alcohol has
been playing a crucial role in initiating 40% of such cases.
Among all kinds of crime committed because of alcoholism in the world, cases of sexual assault
are more frequent, especially those predicted against women. Alcoholism is always not the factor
that exacerbates the abuser, but also so most often the cause of detriment of the victims which
notably makes it difficult for them to resist the risk that is coming their way as they are not
mental position to evaluate the risk because of severe motor impairments. In fact, Bjørkhaug et
al. (2019), reports that 25% of Americans have experienced some sort of physical assault
because of heavy alcoholism. The National Institute of justice has also detected a typical increase

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in the cases of physical assault in college campuses which are acute linked with alcohol
consumption.
2. Explanation of alcoholism from deontological and consequentialist perspectives
Deontology is an ethical principle that holds that some perspectives are right and some are
wrong, regardless of the circumstance. This is a rule based approach which holds that a person
can exhibit correction not only through good outcomes but also with proper indications, means
as well as Noble acts whose intentions are always good. This does not imply that it is ethical to
tell a lie for or saving the emotions of a person from being hurt. Thus the Deontological Theory
holds that categorical imperative regarding telling a lie and other similar negative behaviour can
be developed, since lying is always wrong, whatever the situation might be. In this context some
basic reasons of taking drugs can be considered. The first reasons are to feel good (Wang et al.
2019). Drugs make people feel pleasure. Initial sensation is Euphoria which letter gives way to
lack of personal control. In this context, deontologist will argue that drug abuse cannot be
associated with any Good Feeling scenes in the end it always gives way to harmful consequences
as discussed in the introductory part.
Hoffman et al. (2017), reflects that the consumption sustainability initiatives taken by the
government in the coubtry have not worked in the desired way to pave the way for responsible
drinking. As highlighred by Gloukhovtsev, Schouten and Mattila (2016), certain strategic
changes like charging fines primptly and diligently for every case of drink and drive or open
drinking in specified public places after a particular time period should incurr significant cash
penalty and comfinement also, if held importance based on the gravity of the case. The
stigamatisatin of alcoholism is linked with the impact of alcohol abuse sourced from exccessive

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or irresponsible drinking. The enjoyable esctacy associated with alcoholism is not held blemmish
by deontological ethics.
Arguments also include that alcoholism is a behavioural trend that is executed in order to feel
better. Working people who go through severe stress often adopts alcohol to relieve themselves
from this sensation. However, in this context dermatologists like Lindgren et al. (2016), strictly
argues that alcoholism can only provide temporary relief to people on such instances. Rather
than resorting to alcoholism, such people should try to speak some permanent resolution to the
issue they are facing. However, deontologists mostly despise adapting to alcoholism under
special pressure or youthful curiosity. In this context they blame the narrowness of education
system which is not able to make the individuals aware about the harmful effects of alcoholism
from a young age.
It can be considered from a strategic persective that there should be active partciparyion
from the end of the governmemnt also, aimed at sendimng social message in favour of
responsible drinking. Ulla Magne-Ingvar, Agneta öjehagen and Lil Träskman-Bendz (1997),
specifies in this context that an important step towars achieving this goal should be asking the
major alcohol brands to print message in favour of responsible drinking in their package labels.
Carlsberg has already launched this campaign in Europe and the Asian countries. Alcohol is
actually the cause of 5.9% of the global deaths. This makes it importamt for the governments to
make regulations regarding responsible drinking, for ensuring suataiable consumption. The
deontological ethicall principles stigmatise alcoholism for the negative consequences of alcohol
abuse.
From all ethical perspectives, consequentialism also despises alcoholism. As advocated by Bayer
et al. (2018), this theory holds that there is no harm in consumption of alcohol. However,

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obstruction comes from consequentialist theorists, when they perceive the criminal impacts of
alcoholism. it is a crime mostly accountable for civil misconduct. Brutal crimes like murder, rape
harassment as well as other forms of time can account out of alcoholism. In fact alcoholism and
Emblem of corruption in the society which is not acceptable by the theory of consequentialism.
Along with the criminal acts related to this despicable practice, alcoholism is also polluting the
environment in schools, colleges as well as workplace. Individuals in America have started to
adopt alcoholism from a very young age. That is why predominant problem in colleges as well as
in schools is also. Lot of Juvenile crime results out of alcoholism which includes murders within
school children also (Dobson et al. 2018). In a college level, alcoholism in in many of the
developed countries has resulted into serious crimes. Misconduct, irresponsible attitude,
refrainment from scholarship along and other severe crimes like kidnapping, sexual assault are
common in colleges, nowadays, because of excessive indulgence towards alcoholism.
In flat alcoholism has also been a detrimental issue in workplaces. Employees neglect work
ethics, workplace responsibilities and responsibilities towards Organisational goals also. This is
why, the companies of public as well as private sector should also aim to make rules for
responsible drinking and sutainable consumption. As Sarich et al. (2019), argues after analysing
all these consequences of alcoholism, the consequentialism theory holds that it is necessary to
stop alcoholism, not primarily because of its harmful health implications, but for the aggravated
social conduct resulting out of alcoholism.
3. Role of social media in exacerbating alcoholism
Social media contributes to alcoholism in various ways. There are always arrays of
advertisement, news as well as other significant visuals of big alcohol brands to entice the young
customers. By promoting the liquor consumption, the big brands wants to highlight the

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aristocracy and social glamour associated with consumption of alcohol (Foster et al. 2017). As
per the report of a survey conducted by the Columbia University in the year 2015, it was
discovered that the American teens who were ever exposed to social media for more than 4 hours
every day have dared to risk the consumption of alcohol, at least once at any stage of their
college life.
Most surprising, the rate of alcohol consumption has increased after the introduction of
Instagram. This is the most prolific media for sharing photos and videos of alcohol and alcohol
consumption which gives people are perception of absolute aristocracy associated with drinking
alcohol. Researchers like John and Hanke (2015), recorded that almost all Instagram users have
seen photos and videos of alcohol consumption and they are most likely to have seen such
content Instagram when they were 13 years old or even younger. As highlighted by Delacour et
al. (2018), more than 60% of the alcohol consumers prefer to boast of the alcohol brand they
have been consuming or the location of the bar or pub where they have been having alcohol with
friends over social media. The likes and comments that they receive over search social media
posts not only entices then and increases their confidence to go on and have alcohol for the next
time, but also entices and aggregates the interests of others to do the same. In fact Wiers et al.
(2015), opens at the impact of these photos and videos of alcohol consumption have maximum
impact on the teenagers. This is because of intrinsic curiosity as the adults generally tend to
conceal facts related to alcoholism or alcohol consumption from the teens. They have social
media is the only means of mitigating their curiosity regarding the real life experience of having
alcohol (Pogge 2012). In this context, the Information Manipulation Theory can be highlighted.
There are four conversational maxims of the theory, namely quantity, quality, relation as well as
manner. Quantity implies that complete information regardimng any thing should be conveyed to

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people in general. The parameter of quality implies that marketing information should convey
truthful as well as accurate data about the product or service. Relation implies that imfomation
should be relevant to conversation. Lastly, manner implies that information should be conveyed
in a manner that will make it easy to understand for the people. In this context,this theory holds
that a persuasive person deliberately disregards any of these four maxims. In this context, it
deserves mention that none of the social platforms censors or warns the agencies posting alcohol
related content to make sure that they do not influence the public (Collins, Parks and
Marlatt1985). Hence, this is a breach of the information maxim.
According to the report published by Facebook analytics for the year 2015-16, alcohol brands
have been mostly active on digital marketing which the maximum publicity coming from Pernod
Ricard used 50% of their marketing budget on publishing online advertisements (Lindell et al.
2017). Most alcohol brands are becoming creative regarding their content marketing over social
media. They are using contests, games as well as given ways to gain more social media
followers. Most of the alcohol brands are giving away tickets of Sporting events in local areas
through lucky draws where people can participate by commenting on their posts (Huang et al.
2016). This implies that people will definitely go through the course and in the future also they
will look forward for opportunities because of which they will need to subscribe or like certain
pages or groups of the particular alcohol brand over social media.
4. Recommendations for resolution of the consumption challenge
Various strategies can be suggested for preventing among individuals of various age groups.
Wang et al. (2019), informs that for individuals who are teenagers and are still at school level, is
life providing them with knowledge about risk associated with alcohol consumption and
suggesting those protective factors if they are exposed to alcoholism can be provided. Daily

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education in schools which will make them aware about the health related issues of alcoholism.
The students also need to be provided with the moral knowledge of resisting alcoholism
wherever possible by means of normative education.
Extra curricular strategies can be followed in the colleges for reduction of alcoholism. If the
college going individuals are already into alcoholism they have to be supervised true positive
adult role models. They can also be engage into youth leadership programs which will make
them aware about sense of social responsibilities (Dobson et al. 2018). They can also be indulged
into intensive programs like gymming or music which will drive their passion into constructive
things rather than alcoholism.
For family person is like fostering parent child relations using positive reinforcement strategy,
listening and Communication of family problems and problem solving can be implemented so
that the alcohol consumers can understand the dreadful effects of the alcohol consumption on
themselves as well as their family members. Otherwise, if alcoholism is creating serious issues of
family violence, stringent disciplinary and rulemaking actions are supposed to be undertaken.
As a part of community strategies against alcoholism, the government can increase the excise
taxes considerable and make strict regulations regarding bringing up the legal drinking age to 21
years. However, the government should also form of invigilator in committee that would conduct
social service to you understand the impact of these regulations on the society. Citizen planning
is also another braid step by means of which Commercial as well as social availability of alcohol
can be reduced.

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