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dc.contributor.authorDietrich, Timo
dc.contributor.authorRundle-Thiele, Sharyn
dc.contributor.authorSchuster, Lisa
dc.contributor.authorDrennan, Judy
dc.contributor.authorRussell-Bennett, Rebekah
dc.contributor.authorLeo, Cheryl
dc.contributor.authorGullo, Matthew J
dc.contributor.authorConnor, Jason P
dc.date.accessioned2018-03-20T12:30:52Z
dc.date.available2018-03-20T12:30:52Z
dc.date.issued2015
dc.identifier.issn0306-4603
dc.identifier.doi10.1016/j.addbeh.2015.05.010
dc.identifier.urihttp://hdl.handle.net/10072/102492
dc.description.abstractObjective: 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherPergamon Press
dc.publisher.placeUnited Kingdom
dc.relation.ispartofpagefrom68
dc.relation.ispartofpageto77
dc.relation.ispartofjournalAddictive Behaviors
dc.relation.ispartofvolume49
dc.subject.fieldofresearchPsychology not elsewhere classified
dc.subject.fieldofresearchPublic Health and Health Services
dc.subject.fieldofresearchPsychology
dc.subject.fieldofresearchcode170199
dc.subject.fieldofresearchcode1117
dc.subject.fieldofresearchcode1701
dc.titleDifferential segmentation responses to an alcohol social marketing program
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionAccepted Manuscript (AM)
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextFull Text
gro.griffith.authorRundle-Thiele, Sharyn
gro.griffith.authorDietrich, Timo H.
gro.griffith.authorSchuster, Lisa
gro.griffith.authorGullo, Matthew J.


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