This is the rhythm of the night: Examining the phases of a night-out on preloading motivations and intentions to backload

Abstract

BackgroundField research into the preloading phenomena has rarely examined how patrons move and transition into target events. We conceptualised three phases of the night (PotN) – entering, within and leaving – which a patron can be intercepted by a research group. Our research tested the differences between the PotN on preloading, preloading motivations and alcohol consuming behaviours in a popular night-time entertainment district (NED). MethodsThe sample comprised 1,585 young-adult patrons (934 Men, 651 Women; ages 18–27 years) collected in a cross-sectional design over three PotN. We measured the patron’s preloading motivations, current alcohol intoxication and backloading intentions between three different phases of a night-out on Thursday, Friday and Saturday nights, from 9:00p.m. – 4:00 a.m. in Brisbane NEDs (Queensland, Australia). ResultsThe phases contributed to a difference in preloading rates – one that decreased over the night (p <.001). Between the phases, the motivation of ‘saving money’ (≈45%) decreased as a reason for preloading and to ‘socialise’ (≈20%) increased. Enhancement-based preloading motivations (i.e., ‘enjoy the feeling’ and ‘get drunk’) were related to increased alcohol intoxication and backloading intentions at different PotN. However, ‘saving money’ motivations were also associated with a decrease in alcohol intoxication and backloading intentions (i.e., planning to return home to continue alcohol consumption). ConclusionsPreloading is valued highly by patrons when proximal to the actual preloading. There is a difference between the PotN on preloading rates, preloading motivations, intentions to backload and drinking outcomes as patrons shift from preloading, to entering the NED, to eventually leaving.