A qualitative investigation of socio-cultural factors influencing binge-drinking : a multi-country study
Russell-Bennett, Rebekah, Hogan, Steve, & Perks, Keith (2010) A qualitative investigation of socio-cultural factors influencing binge-drinking : a multi-country study. In Australian and New Zealand Marketing Conference : Doing More With Less (ANZMAC 2010), 29 November - 1 December 2010, Christchurch, New Zealand.
Despite substantial investment by governments in social marketing campaigns and the introduction of various legislative and supply controls on alcohol, the binge drinking phenomenon amongst young people continues unabated in many countries and appears to be spreading to others. This paper examines drinking behaviour amongst university students from 50 countries across Europe, North America and the Asia Pacific region and argues that more needs to be done in understanding socio-cultural factors. To date, little is known of the specific socio-cultural factors that are common in countries that have high drinking behaviour compared to countries that have moderate bingedrinking behaviour. Using a marketing systems approach, this exploratory study identifies two key themes that distinguish these countries, namely family influences and peer influences.
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|Item Type:||Conference Paper|
|Keywords:||social marketing, binge-drinking, cross-cultural, social marketing, qualitative|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)|
|Divisions:||Current > Schools > School of Advertising, Marketing & Public Relations|
|Copyright Owner:||Copyright 2010 Please consult the authors.|
|Deposited On:||23 Mar 2011 12:17|
|Last Modified:||23 Mar 2011 16:14|
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