Behavioral economics is the study of the individual, cultural, and social factors that influence economic decisions. Behavioral economic approaches have identified several characteristics that determine individuals’ demand for alcoholic beverages and have been applied to university students, among whom drinking is an important public health problem. Considerable behavioral economic research has been conducted among students in the United States. Studies have shown that the price of alcohol is strongly linked to consumption. Until now, however, behavioral economics approaches have not been used to examine alcohol demand among students outside of the United States.
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