SEMINARS IN PRACTICAL MANAGEMENT: “Riding the Tiger”: lessons from a health promotion activity aimed at reducing the use of alcohol by youth

Polkinghorne, Helen; Gill, Tony

doi:10.1080/09595239500185551

Cited by 3 publications

(1 citation statement)

References 4 publications

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“…Evaluation results showed that many students positively evaluated the messages; however, some students responded negatively as a result of psychological reactance (Ricciardelli and McCabe, 2008). Similar campaigns, such as Rutgers University's “RU SURE Campaign” (Lederman and Stewart, 2005; Lederman et al , 2001), University of Mississippi's anti‐drinking campaign (Gomberg et al , 2001), University of Arizona's campaign to reduce binge drinking (Glider et al , 2001), the social norms marketing campaign (DeJong et al , 2006), the “Riding the tiger” campaign (Pokinghorne and Gill, 1995), and the “Done 4” campaign (Russell et al , 2005), led, in general, to positive results. For example, the media campaign implemented at the University of Arizona, which employed advertisements, non‐alcohol activities, leaflets, and displays at events, had reportedly led to a 29.2 percent decrease in binge drinking rates over a three‐year period (Glider et al , 2001).…”

Section: Social Marketing and Underage Drinkingmentioning

confidence: 99%

Alcohol consumption among young consumers: a review and recommendations

Cismaru

Lavack²,

Markewich³

2008

Young Consumers

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PurposeThis paper aims to examine social marketing programs aimed at preventing or moderating alcohol consumption among young consumers. It seeks to show how protection motivation theory can be used as a theoretical framework to create effective communications targeting young people.Design/methodology/approachCommunication materials aimed at preventing or moderating alcohol consumption among young people were identified and gathered from web sites in five English‐speaking countries (USA, Canada, Australia, New Zealand, and the UK). A qualitative review of these materials was conducted.FindingsA majority of the alcohol moderation/prevention campaigns targeting young consumers followed the tenets of protection motivation theory by focusing on the threat variables of severity and vulnerability. Some campaigns also focused on costs, as well as self‐efficacy and response efficacy.Research limitations/implicationsOnly English‐language materials and materials targeting young consumers have been considered, so findings cannot necessarily be generalized to other languages or countries.Practical implicationsFuture youth alcohol moderation/prevention initiatives should include self‐efficacy messages, to increase confidence among young people that they are able to carry out the recommended actions.Originality/valueThe review presents a comprehensive examination of initiatives aimed at preventing/reducing alcohol consumption among young consumers, and shows how protection motivation theory can be successfully used in this context.

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Section: Social Marketing and Underage Drinkingmentioning

confidence: 99%

Alcohol consumption among young consumers: a review and recommendations

Cismaru

Lavack²,

Markewich³

2008

Young Consumers

View full text Add to dashboard Cite

show abstract

A cognitive model of binge drinking: The influence of alcohol expectancies and drinking refusal self-efficacy

Oei

Morawska

2004

Addictive Behaviors

185

116

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Review. Risky single-occasion drinking amongst young people - definition, correlates, policy, and intervention: a broad overview of research findings

Murgraff

Parrott²,

Bennett³

1999

Alcohol and Alcoholism

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Risky single-occasion drinking (RSOD) has dire consequences upon health and well-being including unplanned pregnancies, sexually transmitted diseases such as HIV/AIDS, crime, and car accidents. The prevalence of RSOD among young people is alarming. Despite this, as yet, a review of existing literature on RSOD amongst young people is lacking. This article will provide an overview of this area of research focusing on the definition of RSOD, its prevalence among young people, health and behavioural effects of RSOD, the perceived risk of RSOD among young people, and interventions to reduce RSOD in young people. In addition, recommendations are made for health educators interested in reducing the incidence of RSOD in young people.

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SEMINARS IN PRACTICAL MANAGEMENT: “Riding the Tiger”: lessons from a health promotion activity aimed at reducing the use of alcohol by youth

Cited by 3 publications

References 4 publications

Alcohol consumption among young consumers: a review and recommendations

Alcohol consumption among young consumers: a review and recommendations

A cognitive model of binge drinking: The influence of alcohol expectancies and drinking refusal self-efficacy

Review. Risky single-occasion drinking amongst young people - definition, correlates, policy, and intervention: a broad overview of research findings

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