dc.contributor.author | Deshpande, S | |
dc.contributor.author | Rundle-Thiele, S | |
dc.date.accessioned | 2017-05-03T14:26:54Z | |
dc.date.available | 2017-05-03T14:26:54Z | |
dc.date.issued | 2011 | |
dc.date.modified | 2012-03-01T22:14:57Z | |
dc.identifier.issn | 0735-9683 | |
dc.identifier.doi | 10.1080/07359683.2011.623094 | |
dc.identifier.uri | http://hdl.handle.net/10072/43232 | |
dc.description.abstract | The current study contributes to the social marketing literature in the American university binge-drinking context in three innovative ways. First, it profiles drinking segments by ''values'' and ''expectancies'' sought from behaviors. Second, the study compares segment values and expectancies of two competing behaviors, that is, binge drinking and participation in alternative activities. Third, the study compares the influence of a variety of factors on both behaviors in each segment. Finally, based on these findings and feedback from eight university alcohol prevention experts, appropriate strategies to promote responsible alcohol use for each segment are proposed. | |
dc.description.peerreviewed | Yes | |
dc.description.publicationstatus | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Routledge | |
dc.publisher.place | United States | |
dc.relation.ispartofstudentpublication | N | |
dc.relation.ispartofpagefrom | 287 | |
dc.relation.ispartofpageto | 303 | |
dc.relation.ispartofissue | 4 | |
dc.relation.ispartofjournal | Health Marketing Quarterly | |
dc.relation.ispartofvolume | 28 | |
dc.rights.retention | Y | |
dc.subject.fieldofresearch | Marketing | |
dc.subject.fieldofresearch | Marketing management (incl. strategy and customer relations) | |
dc.subject.fieldofresearchcode | 3506 | |
dc.subject.fieldofresearchcode | 350605 | |
dc.title | Segmenting and Targeting American University Students to Promote Responsible Alcohol Use: A Case for Applying Social Marketing Principles | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.date.issued | 2011 | |
gro.hasfulltext | No Full Text | |
gro.griffith.author | Rundle-Thiele, Sharyn | |
gro.griffith.author | Deshpande, Sameer | |