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  • Maintaining or changing a drinking behavior? GOKA's short-term outcomes

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    Rundle-ThielePUB1472.pdf (241.8Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Rundle-Thiele, Sharyn
    Schuster, Lisa
    Dietrich, Timo
    Russell-Bennett, Rebekah
    Drennan, Judy
    Leo, Cheryl
    Connor, Jason P
    Griffith University Author(s)
    Rundle-Thiele, Sharyn
    Dietrich, Timo H.
    Year published
    2015
    Metadata
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    Abstract
    Binge drinking of alcohol increases the risk of mental health problems, school exclusion, convictions, fatal and non-fatal accidents. A simple cluster randomized control trial design was used to evaluate a social marketing program, Game On: Know Alcohol (GOKA). Pre and post data were collected for seven programs (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 were observed for adolescents who participated in GOKA compared to the control group, with maintenance of desirable subjective ...
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    Binge drinking of alcohol increases the risk of mental health problems, school exclusion, convictions, fatal and non-fatal accidents. A simple cluster randomized control trial design was used to evaluate a social marketing program, Game On: Know Alcohol (GOKA). Pre and post data were collected for seven programs (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 were 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 demonstrates social marketing's capacity to change drivers and maintain inhibitors of binge drinking intentions of adolescents.
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    Journal Title
    Journal of Business Research
    Volume
    68
    Issue
    10
    DOI
    https://doi.org/10.1016/j.jbusres.2015.03.015
    Copyright Statement
    © 2015 Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence which permits unrestricted, non-commercial use, distribution and reproduction in any medium, providing that the work is properly cited.
    Subject
    Marketing
    Marketing not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/141040
    Collection
    • Journal articles

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