Maintaining or changing a drinking behavior? GOKA's short-term outcomes
View/ Open
File version
Accepted Manuscript (AM)
Author(s)
Rundle-Thiele, Sharyn
Schuster, Lisa
Dietrich, Timo
Russell-Bennett, Rebekah
Drennan, Judy
Leo, Cheryl
Connor, Jason P
Year published
2015
Metadata
Show full item recordAbstract
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 ...
View more >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.
View less >
View more >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.
View less >
Journal Title
Journal of Business Research
Volume
68
Issue
10
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
Commerce, management, tourism and services