Anchoring Heuristic in Alcohol Consumption: Analysis of Future Consumption Estimates in Young Mexicans

Abstract

Background: Alcohol consumption among young people is a significant public health problem. Objectives: To compare estimates of future alcohol consumption following exposure to an anchoring heuristic. Material and Methods: A cross-sectional study was conducted among 535 young Mexicans with a mean age of 20.14 years. An adapted alcohol-consumption anchoring task was used to estimate future consumption, and the Skew Index was measured. Results: Estimated future consumption was significantly lower than both the reported mean consumption and the amount proposed in the experimental anchoring conditions. Specifically, the low-anchor condition reduced the estimated number of alcoholic drinks. In addition, the Skew Index indicated an anchoring effect under the high-anchor condition for excessive consumption and under the low-anchor condition for reduced future consumption. Conclusions: Anchoring represents an efficient, low-cost preventive strategy for reducing alcohol consumption among young people. Integrating behavioral economics–based interventions into alcohol-prevention policies is recommended.