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dc.contributor.authorBuyucek, Nuray
dc.contributor.authorKnox, Kathy
dc.contributor.authorRundle-Thiele, Sharyn
dc.date.accessioned2019-05-29T12:36:55Z
dc.date.available2019-05-29T12:36:55Z
dc.date.issued2018
dc.identifier.issn2042-6763
dc.identifier.doi10.1108/JSOCM-10-2016-0062
dc.identifier.urihttp://hdl.handle.net/10072/380615
dc.description.abstractPurpose – This paper aimed to examine the role of social factors and individual factors on alcohol drinking in a licensed premise. Design/methodology/approach – An unobtrusive covert systematic observational study of 632 licensed premise patrons was conducted during May 2015. Findings – Convergence between genders was observed with females drinking as much and as long as males; 57.9 per cent of patrons drank two and more servings, exceeding daily recommended amounts. Social factors such as group size are more influential on drinking than individual factors such as gender and smoking status. Serving practices such as straws and buying drinks in rounds influence the quantity of alcohol consumed. Research limitations/implications – The study focussed on one licensed premise. Replication of the method outlined in the current study in different licensed venues, states and countries will permit the role of policy, drinking environments and drinking cultures to be understood. Practical implications – Drinking patterns of both genders are converging. Thus, intervention efforts should target both genders. Originality/value – This paper contributes a structured observation protocol that extends our understanding of alcohol drinking beyond quantity by incorporating observation of duration of consumption for each serve, permitting identification of social and environmental factors that can be used to lower licensed premise alcohol drinking.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group
dc.publisher.placeUnited Kingdom
dc.relation.ispartofpagefrom40
dc.relation.ispartofpageto57
dc.relation.ispartofissue1
dc.relation.ispartofjournalJournal of Social Marketing
dc.relation.ispartofvolume8
dc.subject.fieldofresearchSociology
dc.subject.fieldofresearchSociology not elsewhere classified
dc.subject.fieldofresearchcode4410
dc.subject.fieldofresearchcode441099
dc.titleObserving alcohol drinking in licensed premises: a formative social marketing study
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorRundle-Thiele, Sharyn


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