Differential segmentation responses to an alcohol social marketing program

Dietrich, Timo, Rundle-Thiele, Sharyn, Schuster, Lisa, Drennan, Judy, Russell-Bennett, Rebekah, Leo, Cheryl, Gullo, Matthew J., & Connor, Jason (2015) Differential segmentation responses to an alcohol social marketing program. Addictive Behaviors, 49, pp. 68-77.

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Abstract

Objective

This study seeks establish whether meaningful subgroups exist within a 14-16 year old adolescent population and if these segments respond differently to the Game On: Know Alcohol (GOKA) intervention, a school-based alcohol social marketing program.

Methodology

This study is part of a larger cluster randomized controlled evaluation of the Game On: Know Alcohol (GOKA) program implemented in 14 schools in 2013/2014. TwoStep cluster analysis was conducted to segment 2114 high school adolescents (14-16 years old) on the basis of 22 demographic, behavioral and psychographic variables. Program effects on knowledge, attitudes, behavioral intentions, social norms, expectancies and refusal self-efficacy of identified segments was subsequently examined.

Results

Three segments were identified:

(1) Abstainers

(2) Bingers

(3) Moderate Drinkers.

Program effects varied significantly across segments. The strongest positive change effects post participation were observed for the Bingers, while mixed effects were evident for Moderate Drinkers and Abstainers.

Conclusions

These findings provide preliminary empirical evidence supporting application of social marketing segmentation in alcohol education programs. Development of targeted programs that meet the unique needs of each of the three identified segments is indicated to extend the social marketing footprint in alcohol education.

Impact and interest:

2 citations in Scopus
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2 citations in Web of Science®

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ID Code: 84116
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Social marketing, Segmentation, Alcohol education, Young adults
DOI: 10.1016/j.addbeh.2015.05.010
ISSN: 1873-6327
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Elsevier
Deposited On: 14 May 2015 04:38
Last Modified: 06 Jul 2015 15:43

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