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dc.contributor.authorDeshpande, S
dc.contributor.authorRundle-Thiele, S
dc.date.accessioned2017-05-03T14:26:54Z
dc.date.available2017-05-03T14:26:54Z
dc.date.issued2011
dc.date.modified2012-03-01T22:14:57Z
dc.identifier.issn0735-9683
dc.identifier.doi10.1080/07359683.2011.623094
dc.identifier.urihttp://hdl.handle.net/10072/43232
dc.description.abstractThe 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.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherRoutledge
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom287
dc.relation.ispartofpageto303
dc.relation.ispartofissue4
dc.relation.ispartofjournalHealth Marketing Quarterly
dc.relation.ispartofvolume28
dc.rights.retentionY
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing management (incl. strategy and customer relations)
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350605
dc.titleSegmenting and Targeting American University Students to Promote Responsible Alcohol Use: A Case for Applying Social Marketing Principles
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.date.issued2011
gro.hasfulltextNo Full Text
gro.griffith.authorRundle-Thiele, Sharyn
gro.griffith.authorDeshpande, Sameer


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