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dc.contributor.authorPrevite, J
dc.contributor.authorRussell-Bennett, R
dc.contributor.authorParkinson, J
dc.date.accessioned2017-05-03T16:05:58Z
dc.date.available2017-05-03T16:05:58Z
dc.date.issued2015
dc.identifier.issn1470-6423
dc.identifier.doi10.1111/ijcs.12146
dc.identifier.urihttp://hdl.handle.net/10072/65167
dc.description.abstractSocial marketing by Western governments that use fear tactics and threatening information to promote anti-drinking messages has polarized 'binge drinking' and 'moderate drinking' through a continuum that implies benefits and harms for both individuals and society. With the goal of extending insights into social marketing approaches that promote safer drinking cultures in Australia, we discuss findings from a study that examines alcohol consumers' moderate-drinking intentions. By applying the theory of planned behaviour and emotions theory, we discuss survey results from a sample of alcohol consumers, which demonstrate that positively framed value propositions that evoke happiness and love are more influential in the processing of an alcohol moderation message for alcohol consumers. The key limitations of this study are the cross-sectional nature of the data and the focal-dependent variable being behavioural intentions rather than behaviours. Research insight into the stronger influence of positive emotions on processing an alcohol moderation message establishes an important avenue for future social marketing communications that moves beyond negative, avoidance appeals to promote behaviour change in drinkers. These research findings will benefit professionals involved in developing social change campaigns that promote and reinforce consumers' positive intentions, with messages about the benefits of controlled, moderate drinking.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherWiley-Blackwell Publishing
dc.publisher.placeUnited Kingdom
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto13
dc.relation.ispartofjournalInternational Journal of Consumer Studies
dc.rights.retentionY
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing communications
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350604
dc.titleShaping safe drinking cultures: evoking positive emotion to promote moderate-drinking behaviour
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorParkinson, Joy E.


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