ALCOHOLISM IN AMERICA

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1 Running head: ALCOHOLISM IN AMERICA 1 ALCOHOLISM IN AMERICA Jenna Beach IMC 627 Healthcare Marketing West Virginia University March 17, 2014

2 ALCOHOLISM IN AMERICA 2 Scope and Significance According to Mokdad et al., alcohol consumption is a modifiable behavior that attributes to one of many leading causes of mortality in the United States (2004). Americans are plagued with daily stress including work, school, children, marriage, and many other factors that lead to alcoholism. Many individuals wear multiple hats that include the responsibilities of being a mom or dad, wife or husband caregiver, employee or employer, and a student. To cope with stress, more and more people are turning to the use of alcohol to temporarily solve their issues. Alcohol can relieve stress when consumed in limited amounts, for certain people in specific situations. In virtually all other cases, it makes stress worse (Barnett, 2013). For others, alcohol is a social experience and alcoholic beverages can be consumed on a regular basis without ever developing a drinking problem. Social influences that arouse alcohol consumption include peer pressure, happy hours, parties, sporting events, and popular night clubs. According to an annual Gallup survey, Americans have on average, have four beverages per week, with beer the preferred choice. Two-thirds of Americans reported that they consume alcohol at least occasionally (Gannon, 2012). However, occasional drinking can lead to excessive binge drinking or alcoholism, and has become prevalent in today s American society. It is estimated that 15 million Americans suffer from alcoholism and 40% of all car accident deaths in the US involve alcohol (Foundation for a Drug-Free World, n.d.). Alcoholism or excessive consumption leads to emotional, physical, mental, and financial burdens not only for the person who is experiencing it, but also for the American society as a whole (National Council on Alcoholism and Drug Dependence, n.d.). In 2010, 15,990 deaths were reported as a result of alcoholic-related liver disease, while the number of alcohol-induced deaths, excluding accidents and homicides was 25,692. (Centers for Disease Control and Prevention, 2010). When individuals are drinking, the last concern on their minds are developing a disease, experiencing death, or harming someone else by their actions. In 2006, there were more than 1.2 million emergency room visits and 2.7 million physician office visits due to excessive drinking (Centers for Disease Control and Prevention,

3 ALCOHOLISM IN AMERICA ). These types of preventable behaviors can ultimately reduce the number of years the average American lives. It is a tragedy to recognize that excessive alcohol use is responsible for 2.5 million years of potential life lost (YPLL) annually, or an average of about 30 years of potential life lost for each death. (Centers for Disease Control and Prevention, 2010). For a disease that is preventable, Americans continue to spend an exorbitant amount in medical expenses each year. As stated by Alcohol Policy MD, annual health care expenditures for alcohol-related problems amount to $22.5 billion (n.d.). Medical expenses resulting from alcoholism include treatments, medications, and hospital visits. Analyzing and understanding human behavior and addressing health behaviors such as alcoholism can allow healthcare and marketing professionals create a healthier population and improve individuals quality of life (P.I. Reed School of Journalism, 2014). Impact to Individuals Alcoholism can pose a small or large impact to individuals depending on the frequency and severity of the behavior. Alcohol consumed in smaller amounts can allow an individual to relax and can help minimize the feelings of anxiousness. On the contrary, larger amounts of alcohol consumption leads to intoxication and dependency. Overconsumption has for effect: loss of coordination, staggering, slurred speech, feeling of confusion and disorientation and a dramatically slowed reaction time. It can make someone very friendly and talkative or aggressive and angry (Responsible Party, n.d.). Many alcoholics typically drink alone and do not have the ability to stop or limit the number of drinks they consume. Often times, alcoholics continue to drink, even when health, work, or family are being harmed (U.S. National Library of Medicine, n.d.). Some can even become defensive or make excuses when questioned about the number of drinks they have had or the incidence of alcohol consumed. Alcoholics become dependent on alcohol because their bodies have become accustomed to the alcohol and crave the substance. Those who frequently use alcohol can often become withdrawn and remove themselves from activities, or have poor performance in work or school (U.S. National Library of Medicine, n.d.).

4 ALCOHOLISM IN AMERICA 4 In the United States, a large amount of money is spent on supporting drinking habits. According to the Bureau of Labor Statistics, the average American spends nearly $50 billion on alcohol each year (Bureau of Labor Statistics, 2012). Table 1 below illustrates the annual expenditures of alcoholic beverages per year. Table 1. Average annual expenditures by major category of all consumer units and percent changes Item Percentage of Change Percentage of Change Percentage of Change Average annual expenditures $49,638 $50,486 $49,067 $48, Alcoholic beverages (in billions) Bureau of Labor Statistics, 2012 Prevention, Treatment, and Management Alcoholism is a health behavior that can easily be prevented. If individuals choose to drink, they must be cognizant of their limits and boundaries. The National Institute on Alcohol Abuse and Alcoholism recommends that women should not consume more than one alcoholic drink per day, whereas men should not consume more than two drinks per day (n.d.). Whether a person is mixing their own drinks or purchasing from a bartender, the amount of alcohol poured can vary from person to person. It is important to define the appropriate ounces per type of alcoholic beverage. One drink is defined as 12 ounces of beer, 5 ounces of wine, or 1½ ounces of liquor (U.S. National Library of Medicine, n.d.). Often times, the prevention stage is neglected which results in a varied approach to addressing behavior patterns. It is essential to help individuals to make better health decisions, and to improve their quality of life (P.I. Reed School of Journalism, 2014). Therefore, treatment plans including medication, counseling and support groups are designed to help change the health behavior. Alcoholics Anonymous (AA) is a self-help group of recovering alcoholics that offers emotional support and specific steps for

5 ALCOHOLISM IN AMERICA 5 people recovering from alcohol dependence. The program is commonly called a "12-step" approach. There are local chapters throughout the United States (Athens Regional Health System, n.d.) At-Risk Populations The largest group of alcoholics in the United States are white, young adults, particularly college aged. Hispanics, on the other hand, are less likely to drink at all than the white American population (National Institute on Alcohol Abuse and Alcoholism, n.d.). Men ages 45 to 64 are also likely to be alcoholics, and when it comes to excessive binge drinking, males also have a higher tendency to over consume than their female counterparts. Temptations, peer pressure, and the fact that these young adults are away from parents probably for the first time, are likely to be the factors leading to alcohol consumption. Alcohol is the drug most frequently used by 12 to 17 year-olds-and the one that causes the most negative health consequences. More than 4 million adolescents under the legal drinking age consume alcohol in any given month (Alcohol Policy MD, n.d.). Table 2 and 3 below further breaks down binge drinking in the United States by sex and age group, prevalence, frequency, and intensity. In other situations, genetic factors make some people especially vulnerable to alcohol dependence (American Psychological Association, n.d.). For some alcoholics, psychological traits such as impulsiveness, low self-esteem and a need for approval prompt inappropriate drinking (American Psychological Association, n.d.). Table 2. Unadjusted binge drinking prevalence, frequency, and intensity, by sex and age group Centers for Disease Control and Prevention, 2011

6 ALCOHOLISM IN AMERICA 6 Table 3. Age- and sex-adjusted binge-drinking prevalence, frequency, and intensity, by race/ethnicity, education level, annual household income, and disability status Centers for Disease Control and Prevention, 2011 Health Decisions and Connections to Health Issues The health decision to be targeted is combatting the diseases and complications that alcohol can cause, specifically liver disease. Alcohol can affect every organ in the human body. It is absorbed into the bloodstream via small blood vessels in the walls of the stomach and small intestine (Foundation for a Drug-Free World, n.d.). With that in mind, each person responds differently to alcohol. Many factors including age, gender, race, weight, and family history should be considered. Alcohol can significantly damage or destroy liver cells and ultimately lead to liver disease. With an effective health communications and marketing strategy, the disease of alcoholism can be greatly reduced or overcome.

7 ALCOHOLISM IN AMERICA 7 References Alcohol Policy MD. (n.d.). Health care costs of alcohol. Retrieved from American Psychological Association. (n.d.). What causes alcohol-related disorders? Retrieved from Athens Regional Health System. (n.d.). Alcoholism and alcohol abuse. Retrieved from m2004_117&aeprojecttypeidurl=apt_1 Barnett, B. (2013, September 24). Does drinking reduce my stress? Retrieved from Bureau of Labor Statistics. (2012, August). Consumer expenditures in 2010: Lingering effects of the great recession. Retrieved from Centers for Disease Control and Prevention. (2010). Fact sheets- alcohol use and health. Retrieved from Centers for Disease Control and Prevention. (2011, January 14). CDC health disparities and inequalities report. Retrieved from Foundation for a Drug-Free World. (n.d.). Alcohol: A short story. Retrieved from Foundation for a Drug-Free World. (n.d.). Understanding how alcohol affects the body. Retrieved from Gannon, M. (2012, August 20). How much alcohol do US drinkers consume on average? Retrieved from Mokdad, A. H., Marks, J. S., Stroup, D. F., & Gerberding, J. L. (2004). Actual causes of death in the United States, 200. JAMA, 291(10). p Retrieved from National Council on Alcoholism and Drug Dependence. (n.d.). Alcohol & drug information. Retrieved from National Institute on Alcohol Abuse and Alcoholism. (n.d.).alcohol and the Hispanic community. Retrieved from P.I. Reed School of Journalism. (2014, March 10). Lesson 1: Introduction to healthcare communication & marketing. West Virginia University. Accessed from dt-content-rid _1/courses/star /docs/lesson1.htm Responsible Party. (n.d.). How does alcohol affect you? Retrieved from party.com/alcohol/how-does-alcohol-affect-you- U.S. National Library of Medicine. (n.d.). Alcoholism and alcohol abuse. Retrieved from

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