“…Although attempts to understand the price sensitivities of different subgroups within a population have not been absent from the evidence base for MUP, analyses of variations in responses (often expressed as consumer ‘elasticities’) have tended to operationalize ‘heterogeneity’ in terms of the individual characteristics of drinkers such as their sex and age (Cook et al., 2011; Herttua, Makela, & Martikainen, 2008; Heeb, Gmel, Zurbrugg, Kuo, & Rehm, 2003) or type of drinker, such as whether moderate or heavy consumers (Ayyagari, Deb, Fletcher, Gallo, & Sindelar, 2011; Cook et al., 2011). However, there is less evidence relating to the context in which the drinking takes place as a salient feature of cultural heterogeneity; the different meanings, values and practices around alcohol that operate in the contexts different groups drink.…”