• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Journal articles
    • View Item
    • Home
    • Griffith Research Online
    • Journal articles
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • Differential segmentation responses to an alcohol social marketing program

    Thumbnail
    View/Open
    DietrichPUB183.pdf (351.8Kb)
    File version
    Accepted Manuscript (AM)
    Author(s)
    Dietrich, Timo
    Rundle-Thiele, Sharyn
    Schuster, Lisa
    Drennan, Judy
    Russell-Bennett, Rebekah
    Leo, Cheryl
    Gullo, Matthew J
    Connor, Jason P
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Dietrich, Timo H.
    Schuster, Lisa
    Gullo, Matthew J.
    Year published
    2015
    Metadata
    Show full item record
    Abstract
    Objective: This study seeks to 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 GOKA program implemented in 14 schools in 2013/2014. TwoStep cluster analysis was conducted to segment 2,114 high school adolescents (14–16 years old) on the basis of 22 demographic, behavioral, and psychographic variables. Program effects on knowledge, attitudes, behavioral ...
    View more >
    Objective: This study seeks to 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 GOKA program implemented in 14 schools in 2013/2014. TwoStep cluster analysis was conducted to segment 2,114 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, alcohol expectancies, and drinking refusal self-efficacy of identified segments were subsequently examined. Results: Three segments were identified: (1) Abstainers, (2) Bingers, and (3) Moderate Drinkers. Program effects varied significantly across segments. The strongest positive change effects post-participation were observed for Bingers, while mixed effects were evident for Moderate Drinkers and Abstainers. Conclusions: These findings provide preliminary empirical evidence supporting the 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 will extend the social marketing footprint in alcohol education.
    View less >
    Journal Title
    Addictive Behaviors
    Volume
    49
    DOI
    https://doi.org/10.1016/j.addbeh.2015.05.010
    Subject
    Psychology not elsewhere classified
    Public Health and Health Services
    Psychology
    Publication URI
    http://hdl.handle.net/10072/102492
    Collection
    • Journal articles

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander