The application of Bagozzi & Edwards's theory of self-regulation to the prediction of low-risk single-occasion drinking

Abstract

This is a preliminary study of the applicability of Bagozzi & Edwards's theory of self regulation to low-risk single-occasion drinking. The hypothesis tested is that trying, which involves the psychological processes needed to transform health-related intentions into health behaviour, plays an important role in goal achievement. The study was conducted using a self-reported questionnaire measured at two time intervals. At time 1, measures of past drinking were collected, along with measures of perceived problems associated with low-risk single-occasion drinking, goal intention, desire, goal efficacy, attitude and subjective norm. Two weeks later, measures of drinking behaviour, trying to achieve a goal and instrumental acts were taken. The study included 140 female students who, at least occasionally, exceeded the low-risk single-occasion drinking limits. The outcome measure was single-occasion drinking behaviour at follow-up. Trying to pursue a goal significantly predicted single-occasion drinking at follow-up. Goal intentions and past drinking behaviour predicted additional variance in single-occasion drinking behaviour. Bagozzi & Edwards's model was supported in relation to low-risk single-occasion drinking. The implications of these findings for the enactment of health behaviours are discussed.

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