Abstract
The 1990 Health in Wales Survey measured beliefs about alcohol, health locus of control, value for health and weekly alcohol consumption in over 11 000 individuals. Only 4% of women and 14% of men drinking at ‘dangerous’ levels considered their consumption likely to be harmful to their health. In addition, 19% of men and 27% of women who considered their level of consumption to be harmful to their health had increased their consumption within the previous year. Health locus of control explained only between 0.5 and 1% of the variance in consumption in women and men, respectively. The implications of these findings for health promotion initiatives are discussed.
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