Out-group peer involvement in youth alcohol consumption

Recent research consistently links in-group peer involvement with excessive drinking among university students. However, these studies have largely overlooked the peer involvement of the out-group (non-alcohol consuming students) on the in-group’s decision to consume alcohol. Most of the previous studies have found that people tend to avoid products or behaviours that are linked with the out-group. On contrary, this exploratory study demonstrates conditions in which alcohol consumers appreciate the out-group and how the interaction with the out-group leads to different emotions and perceptions of their own alcohol consumption decision. This study uses Social Identity Theory as the theoretical lens to explain consumer interaction with the out-group and subsequent perceptual changes. We adopt a narrative approach suited to the aims and the nature of the study. Fourteen Indian postgraduates studying in the UK were interviewed to collect narratives which were then analysed using thematic analysis. Findings suggested three different types of in-groups namely covert admirers, open admirers and avoiders based on the views on out-groups. These three different groups demonstrated different perceptions and emotions regarding alcohol consumption behaviour which suggests important implications for strategies to reduce this consumption.