Using social marketing to create communities for our children and adolescents that do not model and encourage drinking

Jones, Sandra C.

doi:10.1016/j.healthplace.2014.10.004

Cited by 20 publications

(22 citation statements)

References 69 publications

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“…However, to solve such stubborn problems as alcohol-related problems, we need to employ additional strategies and approaches; focusing on young people is insufficient. While several community-based interventions to tackle commercial alcohol availability to young people do exist, and we briefly discussed them in the previous section, midstream social marketing could be helpful in increasing their effectiveness (Jones, 2014).…”

Section: A Midstream Social Marketing Approach To Increase Retailers'mentioning

confidence: 99%

“…Besides investing huge resources into managing alcohol-related harm and encouraging young people to stop high-risk drinking, additional approaches should be taken to prevent young people from consuming alcohol to begin with; attention to the contextual dimensions of the risky behaviors and "drinking cultures" is needed (Spoth et al, 2008;Jones, 2011;Jones, 2014).…”

Section: Introductionmentioning

confidence: 99%

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Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

Kamin

Kokole²

2016

JSOCM

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Purpose Alcohol availability is strongly related to excessive alcohol consumption. This study aims to examine social marketing’s response to concerns about retailers’ noncompliance with the minimum legal drinking age (MLDA) law by proposing and evaluating a social marketing intervention directed at sellers in off-premise stores. Design/methodology/approach The study is based on a non-randomized quasi-experimental design, focusing on an evaluation of the implementation of the “18 rules!” intervention in four cities in Slovenia. Two waves of underage purchase attempts were conducted pre- and post-intervention in 24 off-premise businesses, following a mystery shopping protocol. Findings The initial rate of retailers’ noncompliance with the MLDA law in off-premise establishments was high. After the social marketing intervention, an increase with compliance with the law was observed; the proportion of cashiers selling alcohol to minors after the intervention decreased from 96 to 67 per cent. Qualitative insight suggests an existence of retailers’ dilemma in complying with the MLDA. Research limitations/implications A social marketing approach could contribute to a better understanding of the social working of the MLDA law. Practical implications A social marketing approach could complement the usual enforcement strategies and contribute to a better understanding of the social working of the MLDA law, and encourage deliberate retailers’ compliance with it while developing valuable exchanges among people and stakeholders. Originality/value The paper conceptualizes retailers’ dilemma in complying with the minimal legal drinking age law and offers social marketing response to it. Results of the study show that also solely non-coercive measures have the potential in increasing retailers’ compliance with regulations.

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Section: A Midstream Social Marketing Approach To Increase Retailers'mentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

Kamin

Kokole²

2016

JSOCM

View full text Add to dashboard Cite

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“…They are also surrounded by drinking behaviors in their socio-cultural environment (Trucco, Colder, Wieczorek, Lengua, & Hawk, 2014), with alcohol drinking dominating large social occasions such as festivals and sporting events (Ellickson, Collins, Hambarsoomians, & McCaffrey, 2005). Frequently, rapid and excessive alcohol consumption, termed 'binge drinking', is accepted and encouraged (Jones, 2014).…”

Section: Introductionmentioning

confidence: 99%

Differential segmentation responses to an alcohol social marketing program

Dietrich

Rundle‐Thiele

Schuster

et al. 2015

Addictive Behaviors

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ÔØ Å ÒÙ× Ö ÔØThis is a PDF file of an unedited manuscript that has been accepted for publication. As a service to our customers we are providing this early version of the manuscript. The manuscript will undergo copyediting, typesetting, and review of the resulting proof before it is published in its final form. Please note that during the production process errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain. Conclusions: These findings provide preliminary empirical evidence supporting 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 is indicated to extend the social marketing footprint in alcohol education. A C C E P T E D M A N U S C R I P T ACCEPTED MANUSCRIPT Number of pages (25), tables (4), figures (1) A C C E P T E D M A N U S C R I P T ACCEPTED MANUSCRIPT

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“…While there is widespread recognition that children’s and adolescents’ drinking is strongly influenced by social norms, and increasing evidence that parents’ and other adults’ decisions to provide alcohol are likewise influenced, there are surprisingly few published papers on interventions that seek to address these norms at a community level [24]. …”

Section: Discussionmentioning

confidence: 99%

Combining Social Norms and Social Marketing to Address Underage Drinking: Development and Process Evaluation of a Whole-of-Community Intervention

2017

Self Cite

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Youth alcohol consumption has been steadily declining in Australia, as in other countries; fewer young people are drinking and the age of initiation is increasing. However, young people, their parents and others in their communities continue to believe that adolescent (excessive) drinking is the norm. This perception, and the concurrent misperception that the majority of parents are happy to provide their underage children with alcohol, creates a perceived culture of acceptance of youth alcohol consumption. Young people believe that it is accepted, and even expected, that they will drink; and parents perceive that not providing their adolescent children with alcohol will lead to social exclusion. There is evidence that shifting social norms can have an immediate and lasting effect adolescents’ (and adults’) alcohol related attitudes and behaviors. This paper reports on a novel, community based social marketing intervention designed to correct misperceptions of alcohol related social norms in an Australian community. The project utilized a social marketing approach, informed by the full complement of Andreasen’s social marketing benchmarking criteria, and concurrently targeted adolescents, parents of adolescents and the broader community. Using extensive formative research and multiple evaluation techniques, the study demonstrates that shifts in community social norms are possible and suggests that this approach could be used more widely to support the positive trends in youth alcohol consumption and parental supply.

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Using social marketing to create communities for our children and adolescents that do not model and encourage drinking

Cited by 20 publications

References 69 publications

Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

Midstream social marketing intervention to influence retailers’ compliance with the minimum legal drinking age law

Differential segmentation responses to an alcohol social marketing program

Combining Social Norms and Social Marketing to Address Underage Drinking: Development and Process Evaluation of a Whole-of-Community Intervention

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