Differential segmentation responses to an alcohol social marketing program

Timo Dietrich; Sharyn Rundle-Thiele; Lisa Schuster; Judy Drennan; Rebekah Russell-Bennett; Cheryl Leo; Matthew J Gullo; Jason P Connor

doi:10.1016/j.addbeh.2015.05.010

Differential segmentation responses to an alcohol social marketing program

Addict Behav. 2015 Oct:49:68-77. doi: 10.1016/j.addbeh.2015.05.010. Epub 2015 May 16.

Authors

Timo Dietrich¹, Sharyn Rundle-Thiele², Lisa Schuster³, Judy Drennan⁴, Rebekah Russell-Bennett⁵, Cheryl Leo⁶, Matthew J Gullo⁷, Jason P Connor⁸

Affiliations

¹ Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University, Australia. Electronic address: t.dietrich@griffith.edu.au.
² Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University, Australia. Electronic address: s.rundle-thiele@griffith.edu.au.
³ School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Australia. Electronic address: lisa.schuster@qut.edu.au.
⁴ School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Australia. Electronic address: j.drennan@qut.edu.au.
⁵ School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Australia. Electronic address: rebekah.bennett@qut.edu.au.
⁶ School of Management and Governance, Murdoch University, Australia. Electronic address: c.leo@murdoch.edu.au.
⁷ Centre for Youth Substance Abuse Research, The University of Queensland, Australia. Electronic address: m.gullo@uq.edu.au.
⁸ Centre for Youth Substance Abuse Research and Discipline of Psychiatry, Faculty of Medicine and Biomedical Sciences Health Sciences, The University of Queensland, Australia; Discipline of Psychiatry, Faculty of Health and Biomedical Sciences, The University of Queensland, Australia. Electronic address: jason.connor@uq.edu.au.

PMID: 26086082
DOI: 10.1016/j.addbeh.2015.05.010

Abstract

Objective: 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.

Methodology: 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.

Results: 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.

Conclusions: 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.

Keywords: Adolescents; Alcohol education; Differential effects; Segmentation; Social marketing.

Publication types

Multicenter Study
Randomized Controlled Trial
Research Support, Non-U.S. Gov't

MeSH terms

Adolescent
Alcohol Abstinence*
Alcohol-Related Disorders / prevention & control*
Australia
Binge Drinking / prevention & control*
Cluster Analysis
Female
Health Education / methods*
Health Knowledge, Attitudes, Practice
Humans
Male
New Zealand
School Health Services*
Self Efficacy
Social Marketing*
Surveys and Questionnaires
Treatment Outcome
Underage Drinking / prevention & control*
United Kingdom