One size (never) fits all: segment differences observed following a school-based alcohol social marketing program

Dietrich, Timo, Rundle-Thiele, Sharyn, Leo, Cheryl and Connor, Jason (2015) One size (never) fits all: segment differences observed following a school-based alcohol social marketing program. Journal of School Health, 85 4: 251-259. doi:10.1111/josh.12244

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Author Dietrich, Timo
Rundle-Thiele, Sharyn
Leo, Cheryl
Connor, Jason
Title One size (never) fits all: segment differences observed following a school-based alcohol social marketing program
Journal name Journal of School Health   Check publisher's open access policy
ISSN 1746-1561
Publication date 2015-04-01
Year available 2015
Sub-type Article (original research)
DOI 10.1111/josh.12244
Open Access Status File (Author Post-print)
Volume 85
Issue 4
Start page 251
End page 259
Total pages 9
Place of publication Hoboken NJ, United States
Publisher Wiley-Blackwell Publishing
Language eng
Formatted abstract
According to commercial marketing theory, a market orientation leads to improved performance. Drawing on the social marketing principles of segmentation and audience research, the current study seeks to identify segments to examine responses to a school-based alcohol social marketing program.

A sample of 371 year 10 students (aged: 14–16 years; 51.4% boys) participated in a prospective (pre-post) multisite alcohol social marketing program. Game On: Know Alcohol (GO:KA) program included 6, student-centered, and interactive lessons to teach adolescents about alcohol and strategies to abstain or moderate drinking. A repeated measures design was used. Baseline demographics, drinking attitudes, drinking intentions, and alcohol knowledge were cluster analyzed to identify segments. Change on key program outcome measures and satisfaction with program components were assessed by segment.

Three segments were identified; (1) Skeptics, (2) Risky Males, (3) Good Females. Segments 2 and 3 showed greatest change in drinking attitudes and intentions. Good Females reported highest satisfaction with all program components and Skeptics lowest program satisfaction with all program components.

Three segments, each differing on psychographic and demographic variables, exhibited different change patterns following participation in GO:KA. Post hoc analysis identified that satisfaction with program components differed by segment offering opportunities for further research.
Keyword Alcohol education
Audience research
Social marketing
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Faculty of Health and Behavioural Sciences -- Publications
Official 2016 Collection
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
Scopus Citation Count Cited 11 times in Scopus Article | Citations
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