Adolescent alcohol misuse is associated with a number of harmful consequences (Alcohol Concern, 2011; Newbury-Birch et al., 2009). Currently there is a lack of evidence for effective and cost effective intervention measures to reduce alcohol related harms in this population. (Foxcroft & Tsertsvadze, 2011; Martin, Nelson, & Lynch, 2013).

This talk will outline the development and feasibility testing of an intervention aimed at adolescents aged 11-14 based on the Prototype Willingness Model of health risk behaviour. This model accounts for adolescent risk taking by suggesting two routes to behaviour. The first a rational, planned route via attitudes, norms and intentions, and the second a swifter, spontaneous route, operating outside of conscious control (Gerrard, Gibbons, Houlihan, Stock, & Pomery, 2008).

The spontaneous pathway acknowledges the social context and often unplanned nature of adolescent risk behaviour. It incorporates the typical images or ‘prototypes’ adolescents hold about people their age who behave in particular ways. Prototype perceptions determine an individual’s ‘willingness’ to perform a behaviour; for example when non-drinker prototypes are favourable, then adolescents may be less willing to drink (Gerrard et al., 2002).

I will discuss results and implications from a number of qualitative and quantitative studies with a particular focus on applying psychological theories to drinking behaviours and the challenges of undertaking alcohol research with an adolescent population. I will also outline some future research plans and discuss how adolescent drinking must be understood within the wider context of alcohol consumption in the United Kingdom.