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One Size (Never) Fits All: Segment Differences Observed Following a School‐Based Alcohol Social Marketing Program
Author(s) -
Dietrich Timo,
RundleThiele Sharyn,
Leo Cheryl,
Connor Jason
Publication year - 2015
Publication title -
journal of school health
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.851
H-Index - 86
eISSN - 1746-1561
pISSN - 0022-4391
DOI - 10.1111/josh.12244
Subject(s) - psychographic , social marketing , market segmentation , psychology , alcohol education , demographics , marketing , baseline (sea) , sample (material) , medical education , social psychology , medicine , demography , business , political science , sociology , chemistry , chromatography , law
BACKGROUND 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. METHODS 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. RESULTS 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. CONCLUSION 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.