Maintaining or changing a drinking behavior? GOKA's short-term outcomes

Rundle-Thiele, Sharyn, Schuster, Lisa, Dietrich, Timo, Russell-Bennett, Rebekah, Drennan, Judy, Leo, Cheryl and Connor, Jason P. (2015) Maintaining or changing a drinking behavior? GOKA's short-term outcomes. Journal of Business Research, 68 10: 2155-2163. doi:10.1016/j.jbusres.2015.03.015

Author Rundle-Thiele, Sharyn
Schuster, Lisa
Dietrich, Timo
Russell-Bennett, Rebekah
Drennan, Judy
Leo, Cheryl
Connor, Jason P.
Title Maintaining or changing a drinking behavior? GOKA's short-term outcomes
Journal name Journal of Business Research   Check publisher's open access policy
ISSN 0148-2963
Publication date 2015-10
Sub-type Article (original research)
DOI 10.1016/j.jbusres.2015.03.015
Volume 68
Issue 10
Start page 2155
End page 2163
Total pages 9
Place of publication New York, United States
Publisher Elsevier
Collection year 2016
Language eng
Abstract 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.
Keyword Binge drinking
Social marketing
Online games
Randomized control trial
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2016 Collection
Centre for Youth Substance Abuse Research Publications
School of Medicine Publications
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Citation counts: TR Web of Science Citation Count  Cited 4 times in Thomson Reuters Web of Science Article | Citations
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