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Article Excerpt
The consumption models
Having reconstructed the consumption patterns of the interviewees (Vidoni Guidoni in this issue), we then separated the phases in which they developed, starting from when they began to consume alcoholic beverages, until the actual moment of the interview. A "phase" can be defined as every period in which the consumption patterns remained relatively stable (York, 1995).
In considering the sociological aspects of the consumer's life, particular attention must be paid to the life events that lead the subject to consider modifying his consumption habits (the transition from one phase to another). All those interviewed have reduced--at one point or another--the quantity of alcohol consumed.
Analyzing the reports, three prevailing models of consumption pattern can be categorized:
* The use of alcohol gradually increases (in most cases during the teenage or young adult years) and remains a constant along the subject's life until the adult phase is reached, when it decreases (Graph 1);
* Alcohol consumption rises gradually until reaching a peak that characterizes a phase of elevated consumption (corresponding to the young adult period), after which it decreases (Graph 2);
* Alcohol consumption varies considerably over the years: a pattern which is characterized by different phases (Graph 3).
The constant consumption model
In this model, the use of alcohol gradually increased during the adolescent/young adult period and remained constant over the course of the subject's life. These alcohol consumption habits are common in the group over 65 (two thirds), while only 10% of those aged 40-45 associated their own consumption pattern to this model.
In analyzing the reports, it could be stated that the fluctuation of consumption patterns was relatively lightly affected by the events in the subject's life. Those who fit this pattern--unlike those who fell under the "peak consumption model", discussed below--did not place much importance on the various status transitions over their life course. If any transition had an impact on consumption habits, for some, it was that of going into retirement. Stating that this transition represented an important change in their lifestyle (due to the variation in their social life, exposure to alcohol, and/or physical activity reduction, with caloric foods such as wine not being required), some of the interviewees reduced their consumption. On the other hand, other interviewees declared that, as a result of their retirement, they had more free time to spend with friends, and were more likely to be exposed to drinking.
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Common to all the testimonies was the change in the subject's consumption habits for "health" reasons. Some of the interviewees described reducing their drinking because of digestive tract problems ("heartburns", "digestion problems").
P62: Bari 65/70
... because of the burning feeling in my stomach that I felt.... I realized it on my own, the doctor did not tell me. I suffered from heartburn and headaches so I decided to eliminate coffee and drink less wine. One glass was enough to help digestion. I feel better now. When I leave the table I don't feel heavy but light.
Most people changed their consumption patterns the moment they where diagnosed with an illness or directly after surgery.
P23: Piedmont 65/70 I started consuming less alcohol around the age of 45 because my gall bladder starting hurting, and so I found it difficult digesting alcohol or greasy foods. In 1994 after a cholecystitis operation, which didn't solve my health problems, I was convinced that even though these problems weren't too serious they were enough so to make me reduce. It is not that the operation solved all my problems, but I didn't return to a higher consumption level. Instead I maintained a limited intake of alcohol.
A good percentage of those interviewed changed their consumption habits in order to prevent health problems* These were individuals (predominantly seniors) worried about their health. They adopted what would be considered "healthy" lifestyles, in which alcohol (and food) consumption levels had to be controlled. At times, this awareness of their own psychophysical condition became "the organizer of their daily lives" (Calvi 1993, p.106).
P1: Friuli 65/70
I was always taught that meals could improve or deteriorate a person's health. Therefore I say: "Why should one eat or drink to feel sick?" If I am aware that a certain behavior, or amount or quality of wine is bad, I will not wait for the doctor to tell me to reduce it. So when a doctor tells me that I am overweight and that I should reach a standard weight, I will do everything possible to reach that goal.
Hence, drinking less becomes part of a final strategy in controlling one's health: as one gets older, health problems become more manifest than at younger ages. So more effort is concentrated on maintaining one's mental and physical condition, and in "deceiving their bodies less" (ibid., p. 106).
From the analysis of the interviews, there was a recurring pattern proposing health as a value to maintain and promote. Health was defined as the individual's capacity to maintain or re-establish a positive idea of his psychological and physical well-being. The well-being of a person "could be seen within the person's quality of being" (Sen 1994, p.63). Information seemed to play an important role in this regard.
The peak consumption model
In the second model (particularly with the interviewees 40-45 years old, 71%, as against 20% of the group aged 65-70), changes in consumer behavior were influenced by three phenomena:
* Status changes
* The decision to take care of oneself
* Overcoming an uneasy or a difficult situation, whether individual, social, or in the family.
Status changes
The stories of those interviewed confirmed the empirical data found in numerous studies (Beccaria & Scarscelli, in this issue) indicating that when the subject changed social position (from student to worker, military to civilian, single to married, from non-parent to parent), his roles were redefined.
As lifestyles changed, opportunities to drink decreased.
P3: Friuli 40/45
I never drank liquor, a little wine if any, and some beer. Let's say that I drank the most beer between the ages of 25 and 30, as a student. Between the ages of 20 and 22 1 didn't drink alcohol, as I practiced competitive sports* After that I never overdid it.... When I started to work I didn't go out at night due to the work rhythm I had. ... Now even less since I started a family two years ago. I think though that work has had the biggest impact on my drinking habits.
Consumption...
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