Segmenting and Targeting American University Students to Promote Responsible Alcohol Use: A Case for Applying Social Marketing Principles

Health Marketing Quarterly

Volumn 28, Issue 4, 2011, Pages 287-303

  Deshpande, Sameer ^a   Rundle Thiele, Sharyn ^b  

^a UNIVERSITY OF LETHBRIDGE   (Canada)

^b GRIFFITH UNIVERSITY   (Australia)

Author keywords

campus binge drinking; competitive analysis; expectancies; segmenting; social marketing; targeting

Indexed keywords

ADOLESCENT; ADULT; ALCOHOL INTOXICATION; ANXIETY; ARTICLE; BEHAVIOR; DRINKING BEHAVIOR; FEMALE; HEALTH PROMOTION; HIGH RISK BEHAVIOR; HUMAN; MALE; ORGANIZATION AND MANAGEMENT; PERCEPTION; PSYCHOLOGICAL ASPECT; SELF CONCEPT; SOCIAL MARKETING; SOCIOECONOMICS; SPORT; STUDENT; UNITED STATES; UNIVERSITY; VOLUNTARY WORKER;

ADOLESCENT; ADULT; ALCOHOL DRINKING; ALCOHOLIC INTOXICATION; ANXIETY; FEMALE; HEALTH PROMOTION; HUMANS; INTENTION; MALE; PERCEPTION; RISK-TAKING; SELF CONCEPT; SOCIAL MARKETING; SOCIOECONOMIC FACTORS; SPORTS; STUDENTS; UNITED STATES; UNIVERSITIES; VOLUNTARY WORKERS;

EID: 84858647784     PISSN: 07359683     EISSN: 15450864     Source Type: Journal    
DOI: 10.1080/07359683.2011.623094     Document Type: Article

References (34)

1. Ajzen, I. (1991). Theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
2. Ajzen, I. (2002). Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved fromhttp://www-unix.oit.umass.edu/~aizen/pdf/tpb.measurement.pdf
3. Bishop, J. B. (2000). An environmental approach to combat binge drinking on college campuses. Journal of College Student Psychotherapy, 15 (1), 15-30.
4. Black, D. R., & Smith, M. A. (1994). Reducing alcohol consumption among university students: Recruitment and program design strategies based on social marketing theory. Health Education Research, 9, 375-384.
5. Carruthers, C. P. (1993). Leisure and alcohol expectancies. Journal of Leisure Research, 25, 229-244.
6. Chiauzzi, E., Green, T. C., Lord, S., Thum, C., & Goldstein, M. (2005). My student body: A high-risk drinking prevention website for college students. Journal of American College Health, 53, 263-274.
7. Cohen, J., & Cohen, P. (1983). Applied multiple regression/correlation analysis for the behavioral sciences, (2nd ed.). Hillsdale, NJ: Erlbaum.
8. Coopersmith, S. (1981). The antecedents of self-esteem. Palo Alto, CA: Consulting Psychologists Press.
9. DeSimone, J. (2007). Fraternity membership and binge drinking. Journal of Health Economics, 26, 950-967.
10. Eaves, L. J., & Eysenck, H. (1975). The nature of extraversion: A genetical analysis. Journal of Personality and Social Psychology, 32 (1), 102-112.
11. Eysenck, H. J., & Eysenck, S. B. G. (1975). Manual of the eysenck personality questionnaire. San Diego, CA: Educational and Industrial Testing Service.
12. Fenigstein, A., Scheier, M. F., & Buss, A. (1975). Public and private self-consciousness. Journal of Consulting and Clinical Psychology, 43, 522-527.
13. Gries, J. A., Black, D. R., & Coster, D. C. (1995). Recruitment to a university alcohol program: Evaluation of social marketing theory and stepped approach model. Preventive Medicine, 24, 348-356.
14. Haines, M. (1998). Social norms in a wellness model for health promotion in higher education. Wellness Management, 14, 1-10.
15. Hocking, R. R., & Leslie, R. N. (1967). Selection of the best subset in regression analysis. Technometrics, 9, 531-540.
16. Johnston, L. D., O'Malley, P. M., Bachman, J. G., & Schulenberg, J. E. (2009). Monitoring the future, national survey results on drug use, 1975-2008: Volume II, college students and adults ages 19-50 (NIH Publication No. 09-7403). Bethesda, MD: National Institute on Drug Abuse.
17. King, J. E. (2003). Running a best-subsets logistic regression: An alternative to stepwise methods. Educational and Psychological Measurement, 63, 392-403.
18. Kobayashi, M., & Sakata, S. (1990). Mallows' Cp criterion and unbiasedness of model selection. Journal of Econometrics, 45, 385-96.
19. Kotler, P., & Lee, N. (2008). Social marketing: Influencing behaviors for good, (3rd ed). Thousand Oaks, CA: Sage.
20. Mallows, C. L. (1973). Some comments on Cp. Technometrics, 15, 661-75.
21. National Institute on Alcohol Abuse, and Alcoholism. (2007). 3-in-1 framework. Retrieved from http://www.collegedrinkingprevention.gov/StatsSummaries/3inone.aspx
22. Presley, C. A., & Pimentel, E. R. (2006). The introduction of the heavy and frequent drinker: A proposed classification to increase accuracy of alcohol assessments in postsecondary educational settings. Journal of Studies on Alcohol, 67, 324-331.
23. Ramos, D., & Perkins, D. F. (2006). Goodness of fit assessment of an alcohol intervention program and the underlying theories of change. Journal of American College Health, 55 (1), 57-64.
24. Rothschild, M. L. (1999, October). Carrots, sticks, and promises: A conceptual framework for the management of public health and social issue behaviors. Journal of Marketing, 63, 24-37.
25. Shim, S., & Maggs, J. (2005). A cognitive and behavioral hierarchical decision-making model of college students' alcohol consumption. Psychology & Marketing, 22, 649-668.
26. Spielberger, C. D., Gorsuch, R. L., Lushene, P. R., Vagg, P. R., & Jacobs, A. G. (1983). Manual for the state-trait anxiety inventory (Form Y self-evaluation questionnaire). Palo Alto, CA: Consulting Psychologists Press.
27. Vickers, K. S., Patten, C. A., Bronars, C., Lane, K., Stevens, S. R., Croghan, I. T., Schroeder, D. R., & Clark, M. M. (2004). Binge drinking in female college students: The association of physical activity, weight concern, and depressive symptoms. Journal of American College Health, 53, 133-140.
28. Wechsler, H., Davenport, A., Dowdall, G. W., Moeykens, B., & Castillo, S. (1994). Health and behavioral consequences of binge drinking in college: A national survey of students at 140 campuses. Journal of American Medical Association, 272, 1672-1677.
29. Wechsler, H., Lee, J. E., Kuo, M., Seibring, M., Nelson, T. F., & Lee, H. (2002a). Trends in college binge drinking during a period of increased prevention efforts. Findings from Four Harvard School of Public Health College alcohol study surveys: 1993-2001. Journal of American College Health, 50, 203-217.
30. Wechsler, H., Lee, J. E., Nelson, T. F., & Kuo, M. (2002b). Underage college students' drinking behavior, access to alcohol, and the influence of deterrence policies: Findings from the Harvard School of Public Health College Alcohol Study. Journal of American College Health, 50, 223-236.
31. Weitzman, E. R., Nelson, T. F., Lee, H., & Wechsler, H. (2004). Reducing drinking and related harms in college: Evaluation of the "A Matter Of Degree" program. American Journal of Preventive Medicine, 27, 187-196.
32. White, H. R., McMorris, B. J., Catalano, R. F., Fleming, C. B., Haggerty, K. P., & Abbott, R. D. (2006, November). Increases in alcohol and marijuana use during the transition out of high school into emerging adulthood: The effects of leaving home, going to college, and high protective factors. Journal of Studies on Alcohol, 810-822.
33. Zuccaro, C. (1992). Mallow's Cp statistic and model selection in multiple linear regression. Journal of the Market Research Society, 34, 163-178.
34. Zuckerman, M. (1971). Dimensions of sensation seeking. Journal of Consulting and Clinical Psychology, 36, 45-52.