Shaping safe drinking cultures : evoking positive emotion to promote moderate-drinking behaviour
Previte, Josephine, Russell-Bennett, Rebekah, & Parkinson, Joy (2015) Shaping safe drinking cultures : evoking positive emotion to promote moderate-drinking behaviour. International Journal of Consumer Studies, 39(1), pp. 12-24.
Social marketing by Western governments that use fear tactics and threatening information to promote anti-drinking messages has polarized ‘binge drinking’ and ‘moderate drinking’ through a continuum that implies benefits and harms for both individuals and society. With the goal of extending insights into social marketing approaches that promote safer drinking cultures in Australia, we discuss findings from a study that examines alcohol consumers' moderate-drinking intentions. By applying the theory of planned behaviour and emotions theory, we discuss survey results from a sample of alcohol consumers, which demonstrate that positively framed value propositions that evoke happiness and love are more influential in the processing of an alcohol moderation message for alcohol consumers. The key limitations of this study are the cross-sectional nature of the data and the focal-dependent variable being behavioural intentions rather than behaviours. Research insight into the stronger influence of positive emotions on processing an alcohol moderation message establishes an important avenue for future social marketing communications that moves beyond negative, avoidance appeals to promote behaviour change in drinkers. These research findings will benefit professionals involved in developing social change campaigns that promote and reinforce consumers' positive intentions, with messages about the benefits of controlled, moderate drinking.
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|Item Type:||Journal Article|
|Keywords:||Social Marketing, Alcohol, Theory of Planned Behavior, Emotions Theory, Harm Minimization, Social Advertising|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Deposited On:||15 Jan 2015 23:43|
|Last Modified:||21 Jan 2015 01:40|
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