Maintaining or changing a drinking behavior? GOKA's short-term outcomes
Rundle-Thiele, Sharyn, Schuster, Lisa, Dietrich, Timo, Russell-Bennett, Rebekah, Drennan, Judy, Leo, Cheryl, & Connor, Jason P. (2015) Maintaining or changing a drinking behavior? GOKA's short-term outcomes. Journal of Business Research, 68(10), pp. 2155-2163.
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During the critical neurobiological and social developmental period of adolescence, binge drinking of alcohol increases the risk of mental health problems, school exclusion, convictions, fatal and non-fatal accidents. The present research utilizes a simple cluster randomized control trial design to evaluate a social marketing program, Game On: Know Alcohol (GOKA), employing innovative online edutainment games to target binge drinking.
Pre and post data were collected for seven program (942 students, mean age: 14.6 years) and five control schools (578 students, mean age: 14.4 years). Significant improvements in alcohol knowledge and affective attitude toward binge drinking was observed for adolescents who participated in GOKA compared to the control group, with maintenance of desirable subjective norms, instrumental attitudes and intentions. Given considerable external competition from messages promoting the benefits of alcohol use, a one-off program that modifies incorrect knowledge and alters perceptions of binge drinking as a fun, recreational activity represents an important step. This research contributes to current understanding of social marketing’s capacity to change drivers and maintain inhibitors of binge drinking intentions of adolescents and provides an important basis for future research in the domain.
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|Item Type:||Journal Article|
|Keywords:||Alcohol, Social Marketing, Adolescents, Randomised Controlled Trial|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2015 Elsevier Inc.|
|Copyright Statement:||NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, [VOL#, ISSUE#, (DATE)] DOI#ÂÂÂÂÂÂÂÂÂÂÂÂÂ|
|Deposited On:||01 Mar 2015 23:43|
|Last Modified:||14 Dec 2015 06:11|
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