Differential segmentation responses to an alcohol social marketing program

Dietrich, Timo, Rundle-Thiele, Sharyn, Schuster, Lisa, Drennan, Judy, Russell-Bennett, Rebekah, Leo, Cheryl, Gullo, Matthew J. and Connor, Jason P. (2015) Differential segmentation responses to an alcohol social marketing program. Addictive Behaviors, 49 68-77. doi:10.1016/j.addbeh.2015.05.010

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Author Dietrich, Timo
Rundle-Thiele, Sharyn
Schuster, Lisa
Drennan, Judy
Russell-Bennett, Rebekah
Leo, Cheryl
Gullo, Matthew J.
Connor, Jason P.
Title Differential segmentation responses to an alcohol social marketing program
Journal name Addictive Behaviors   Check publisher's open access policy
ISSN 0306-4603
Publication date 2015-05-16
Year available 2015
Sub-type Article (original research)
DOI 10.1016/j.addbeh.2015.05.010
Open Access Status File (Author Post-print)
Volume 49
Start page 68
End page 77
Total pages 10
Place of publication Doetinchem, The Netherlands
Publisher Elsevier
Collection year 2016
Language eng
Formatted abstract
This study seeks to establish whether meaningful subgroups exist within a 14–16 year old adolescent population and if these segments respond differently to the Game On: Know Alcohol (GOKA) intervention, a school-based alcohol social marketing program.

This study is part of a larger cluster randomized controlled evaluation of the GOKA program implemented in 14 schools in 2013/2014. TwoStep cluster analysis was conducted to segment 2,114 high school adolescents (14–16 years old) on the basis of 22 demographic, behavioral, and psychographic variables. Program effects on knowledge, attitudes, behavioral intentions, social norms, alcohol expectancies, and drinking refusal self-efficacy of identified segments were subsequently examined.

Three segments were identified: (1) Abstainers, (2) Bingers, and (3) Moderate Drinkers. Program effects varied significantly across segments. The strongest positive change effects post-participation were observed for Bingers, while mixed effects were evident for Moderate Drinkers and Abstainers.


These findings provide preliminary empirical evidence supporting the application of social marketing segmentation in alcohol education programs. Development of targeted programs that meet the unique needs of each of the three identified segments will extend the social marketing footprint in alcohol education.
Keyword Social Marketing
Alcohol education
Differential effects
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

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Created: Wed, 17 Jun 2015, 13:04:33 EST by Matthew Gullo on behalf of School of Psychology