Journal article
One size (Never) fits all: Segment differences observed following a school-based alcohol social marketing program
Journal of School Health, Vol.85(4), pp.251-259
2015
Abstract
BACKGROUND: According to commercial marketing theory, a market orientation leads to improved performance. Drawing on the social marketing principles of segmentation and audience research, the current study seeks to identify segments to examine responses to a school-based alcohol social marketing program. METHODS: A sample of 371 year 10 students (aged: 14-16years; 51.4% boys) participated in a prospective (pre-post) multisite alcohol social marketing program. Game On: Know Alcohol (GO:KA) program included 6, student-centered, and interactive lessons to teach adolescents about alcohol and strategies to abstain or moderate drinking. A repeated measures design was used. Baseline demographics, drinking attitudes, drinking intentions, and alcohol knowledge were cluster analyzed to identify segments. Change on key program outcome measures and satisfaction with program components were assessed by segment. RESULTS: Three segments were identified; (1) Skeptics, (2) Risky Males, (3) Good Females. Segments 2 and 3 showed greatest change in drinking attitudes and intentions. Good Females reported highest satisfaction with all program components and Skeptics lowest program satisfaction with all program components. CONCLUSION: Three segments, each differing on psychographic and demographic variables, exhibited different change patterns following participation in GO:KA. Post hoc analysis identified that satisfaction with program components differed by segment offering opportunities for further research.
Details
- Title
- One size (Never) fits all: Segment differences observed following a school-based alcohol social marketing program
- Authors/Creators
- T. Dietrich (Author/Creator) - Griffith UniversityS. Rundle-Thiele (Author/Creator) - Griffith UniversityC. Leo (Author/Creator) - Murdoch UniversityJ. Connor (Author/Creator) - RMIT University
- Publication Details
- Journal of School Health, Vol.85(4), pp.251-259
- Publisher
- Wiley-Blackwell
- Identifiers
- 991005542211007891
- Murdoch Affiliation
- School of Management and Governance
- Language
- English
- Resource Type
- Journal article
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InCites Highlights
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- Collaboration types
- Domestic collaboration
- Citation topics
- 6 Social Sciences
- 6.73 Social Psychology
- 6.73.2468 Social Marketing
- Web Of Science research areas
- Education & Educational Research
- Education, Scientific Disciplines
- Health Care Sciences & Services
- Public, Environmental & Occupational Health
- ESI research areas
- Social Sciences, general