Motives for malt liquor consumption in a sample of community college students

Health and community advocates have raised concerns about consumption of malt liquor, a high alcohol content beverage, among youth. Research on malt liquor use is, however, very limited, leaving unanswered questions about what strategies may effectively prevent this use. This study employed qualitative and quantitative research methods with ethnically diverse college samples to explore and identify motives associated with consumption of malt liquor. Of the motives examined, those representing social facilitation and mood enhancement were the most important predictors of malt liquor use. Anticipation of quick intoxication and economic considerations were also uniquely associated with increased consumption of malt liquor after controlling for other motives and background variables. Coping motives and availability of malt liquor, although being significantly related to malt liquor use in bivariate analyses, were not significantly associated with increased consumption of malt liquor in multivariate analyses. Conformity motives were endorsed by few malt liquor drinkers. Study findings suggest that raising the price and lowering the alcohol content of malt liquor may help reduce consumption of this beverage by young people.