The Consumption Distribution Model
Some of the measures that have been proposed from this perspective to limit consumption are the increase in prices, the control of advertising, the increase in the ages of legal consumption, restrictions on the opening hours of establishments linked to consumption, fines and penalties for establishments that serve minors, penalties for consumption in unauthorized places, or criminal penalties for drunk drivers (Elzo, Elorza, and Laespada, 1994).
Even though the availability factor is essential to understand the massive consumption of alcohol and tobacco in our society, the mere mention of the extensive commercial distribution of these products, without mentioning other psychological and social factors, is an incomplete explanation for understanding consumption. Abusive or addictive in certain individuals or groups (Giró, 2007).
However, this approach differs from the legal model’s greater interest in non-institutionalized substances. The consumption distribution model would reduce the negative effects of standardized substances by regulating their supply. In short, a set of legislative measures tending to restrict the supply and availability of drugs in the social environment is advocated. In a broader sense, they reduce the uncritical acceptability contributing to certain substances’ massive consumption.
The Traditional Medical Model
The traditional medical model is not a sufficient interpretation to explain the complex problem of drug use, not only because of the previous critical reflection on the stigmatization of the addict as sick but also because of other shortcomings:
The emphasis on biologist and individualist interpretations ignores aspects important for understanding consumer behavior, such as social factors. It is a monadic and biologist model, according to which the addiction problem can only be understood and addressed from within the affected subject. Although it is not explicitly recognized, it is considered that drug addiction has an idiopathic etiology. This unknown or unclear origin can only be understood by itself, assuming only the possible influence of genetic factors (Schuckit, 1986).
It barely contemplates non-addictive abusive consumption; that is, it focuses on drug dependence. He is interested in studying drug use as a pathological category, not behavior.
It is a model more oriented to illness than health (Friedman, 2002). It does not focus on health as the final object of study, but this is the disease. However, the contemporary conception of health, defined by the WHO, understands that the study and treatment of the disease must be a part –very important, in any case– of a whole that is the full and global achievement of health.
Proposes that the prevention of any disease or illness should be based on the dissemination among the population of the knowledge accumulated by science about what factors cause health problems. Scientific research itself in the field of social sciences and health sciences has proven that information does not reduce unhealthy behaviors (Kramer and Cameron, 1975; Salleras, 1985; Heaven, 1996; Sánchez-Vidal, 1998). The traditional medical model assumes that, depending on people’s appreciation for their health, knowing what can harm it will discourage them from carrying out certain behaviors. However, it is a proven fact that not all people give their health a high priority within their scale of values. There will be those who put other values of more immediate verification before health, such as fun, group acceptance, image, and a taste for risk. This will also depend on the life cycle stage in which each individual is.