The behavioral economics of alcohol demand in Greek‐affiliated college students

Abstract

BackgroundCollege students affiliated with fraternity and sorority, or “Greek” life represent a known high‐risk group for alcohol consumption and related consequences, but little is known about demand for alcohol in this population. The current study examined behavioral economic demand for alcohol in a sample of Greek life‐affiliated undergraduate students using the alcohol purchase task (APT) and a novel variation of the APT that included a fixed‐price, nonalcoholic alternative (APT Choice).MethodsParticipants (n = 229) completed the APT, APT Choice, Alcohol Use Disorders Identification Test (AUDIT), and Daily Drinking Questionnaire (DDQ). Group demand indices were calculated for the entire sample and then separately for participants who met or did not meet the legal drinking age (21+ or underage, respectively). Independent‐sample t tests assessed whether there were any significant differences between the two age cohorts in the percent change in each behavioral economic index from the APT to APT Choice. Tests of correlation evaluated the construct validity of the demand indices from both hypothetical purchase tasks.ResultsDescriptive statistics on alcohol use in this Greek‐affiliated sample revealed “hazardous” drinking scores, with AUDIT‐C scores exceeding the threshold of alcohol misuse. These measures were significantly correlated with demand indices from both APT conditions, and demand was inversely related to price; however, demand for alcohol was reduced when a nonalcoholic alternative was available. Both age cohorts reported a reduction in BP1 (highest price of nonzero consumption) and an increase in α (rate of change in elasticity), but these changes were significantly greater among underage participants.ConclusionsAlthough Greek life‐affiliated students demonstrate high demand for alcohol, the concurrent availability of a nonalcoholic alternative reduces alcohol demand, particularly for underage students. These findings suggest that nonalcoholic options may enhance the effectiveness of increasing alcohol prices to reduce alcohol consumption among students at higher risk for alcohol use.

Substance-related cross-commodity purchase tasks: A systematic review.

“…However, behavioral economic theory would suggest that tests of substitutability are a necessary step in identifying nondrug alternatives that would support sustained behavior change. While Ortelli and Martinetti (2021) provide preliminary evidence that this may not always be a necessary boundary condition for treatment, several caveats should be noted. Though prior research promoting substance-free alternative reinforcement has not formally assessed the economic substitutability of the alternatives, it is possible that the activities did function as substitutes, explaining positive treatment outcomes.…”

“…For all but three studies, the cross-commodity purchase tasks included only drugs as purchasable commodities. The exceptions were Murphy et al (2016; cigarettes and food items), Martinetti et al (2019; alcohol and nonalcoholic beverages), and Ortelli and Martinetti (2021; alcohol and nonalcoholic beverages). For most studies, at least one drug commodity of interest was nicotine ( n = 23) and/or tobacco ( n = 23), followed by cannabis ( n = 9), alcohol ( n = 9), and cocaine ( n = 6).…”

“…In one study, nonalcoholic beverages substituted for alcoholic beverages (Martinetti et al, 2019). In an additional study comparing alcoholic to nonalcoholic beverages, nonalcoholic beverages were not found to function as a substitute for alcoholic beverages, though the availability of a nonalcoholic beverage reduced demand for alcohol (Ortelli & Martinetti, 2021).…”

“…Substitution of a drug by a nondrug commodity did not always occur in these studies. Nevertheless, the systematic changes in demand for alcohol observed by Ortelli and Martinetti (2021) in the presence of a nonalcoholic alternative beverage may still have important treatment implications. Demand for alcoholic beverages was lower when a fixed-price nonalcoholic beverage was available than when alcohol was the only commodity available for purchase.…”

Matching, behavioral economics, and teleological behaviorism: Final cause analysis of substance use and health behavior

“…Results of a systematic review of these studies showed an array of orderly substitution or complementary relations between the alternative rewards (Weinsztok et al, 2022). A few studies have explored cross‐commodity relations between substances and nonsubstance alternatives (Martinetti et al, 2019; Murphy et al, 2016; Ortelli & Martinetti, 2021), with results generally demonstrating some element of substitutability. Similar findings have been reported in research on eating and access to alternative activities (Epstein et al, 2007).…”