Differential segmentation responses to an alcohol social marketing program

T. Dietrich; S. Rundle-Thiele; L. Schuster; J. Drennan; R. Russell-Bennett; C. Leo; M.J. Gullo; J.P. Connor

doi:10.1016/j.addbeh.2015.05.010

Back

Differential segmentation responses to an alcohol social marketing program

Journal article

Open access

Peer reviewed

Differential segmentation responses to an alcohol social marketing program

T. Dietrich, S. Rundle-Thiele, L. Schuster, J. Drennan, R. Russell-Bennett, C. Leo, M.J. Gullo and J.P. Connor

Addictive Behaviors, Vol.49(October), pp.68-77

2015

DOI: https://doi.org/10.1016/j.addbeh.2015.05.010

Files and links (2)

pdf

Differential_segmentation_responses.pdfDownload View

Author’s Version Open Access

url

Link to Published Version *Subscription may be requiredView

Abstract

Objective: This study seeks to establish whether meaningful subgroups exist within a 14-16. year old adolescent population and if these segments respond differently to the Game On: Know Alcohol (GOKA) intervention, a school-based alcohol social marketing program. Methodology: This study is part of a larger cluster randomized controlled evaluation of the GOKA program implemented in 14 schools in 2013/2014. TwoStep cluster analysis was conducted to segment 2,114 high school adolescents (14-16. years old) on the basis of 22 demographic, behavioral, and psychographic variables. Program effects on knowledge, attitudes, behavioral intentions, social norms, alcohol expectancies, and drinking refusal self-efficacy of identified segments were subsequently examined. Results: Three segments were identified: (1) Abstainers, (2) Bingers, and (3) Moderate Drinkers. Program effects varied significantly across segments. The strongest positive change effects post-participation were observed for Bingers, while mixed effects were evident for Moderate Drinkers and Abstainers. Conclusions: These findings provide preliminary empirical evidence supporting the application of social marketing segmentation in alcohol education programs. Development of targeted programs that meet the unique needs of each of the three identified segments will extend the social marketing footprint in alcohol education.

Details

Title: Differential segmentation responses to an alcohol social marketing program
Authors/Creators: T. Dietrich (Author/Creator) - Griffith University
S. Rundle-Thiele (Author/Creator) - Griffith University
L. Schuster (Author/Creator) - Queensland University of Technology
J. Drennan (Author/Creator) - Queensland University of Technology
R. Russell-Bennett (Author/Creator) - Queensland University of Technology
C. Leo (Author/Creator) - Murdoch University
M.J. Gullo (Author/Creator) - The University of Queensland
J.P. Connor (Author/Creator) - The University of Queensland
Publication Details: Addictive Behaviors, Vol.49(October), pp.68-77
Publisher: Elsevier
Identifiers: 991005544357007891
Copyright: Elsevier
Murdoch Affiliation: School of Management and Governance
Language: English
Resource Type: Journal article
Note: Online 16 May 2015

UN Sustainable Development Goals (SDGs)

This output has contributed to the advancement of the following goals:

Source: InCites

Metrics

547 File views/ downloads

95 Record Views

51 Times Cited - Web of Science

InCites Highlights

These are selected metrics from InCites Benchmarking & Analytics tool, related to this output

Collaboration types: Domestic collaboration
Citation topics: 1 Clinical & Life Sciences; 1.100 Substance Abuse; 1.100.375 Alcohol Use
Web Of Science research areas: Psychology, Clinical; Substance Abuse
ESI research areas: Psychiatry/Psychology