Friendship group motives for alcohol consumption: A midstream social marketing approach

McAndrew, Ryan J.A. (2015) Friendship group motives for alcohol consumption: A midstream social marketing approach. PhD thesis, Queensland University of Technology.


Alcohol has been estimated to cost Australia $36 Billion per year, almost double that of all illegal drugs combined. This thesis uncovered seven friendship group-level motives for alcohol consumption, these motives were: Competition, Copying, Commitments, Conformity, Winding down, Play, and Confidence. These motives were then measured and their correlation with self-reported alcohol consumption was assessed. Using these results will allow social marketers to design targeted programmes that achieve meaningful behaviour change that goes beyond merely informing or raising awareness about the dangers of alcohol.

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ID Code: 83729
Item Type: QUT Thesis (PhD)
Supervisor: Russell-Bennett, Rebekah & Drennan, Judy
Keywords: social marketing, drinking, alcohol, binge, group, friendship, motives, collective intentions, Köhler’s motivation gain
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Institution: Queensland University of Technology
Deposited On: 01 Jun 2015 04:49
Last Modified: 08 Sep 2015 06:09

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