One size (never) fits all: segment differences observed following a school-based alcohol social marketing program.
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.


CONCLUSIONS
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.
Social Marketing @ Griffith, Griffith Health Institute, Griffith University, Brisbane, Queensland, Australia. t.dietrich@griffith.edu.au.
Timo
T
Dietrich
Sharyn
S
Rundle-Thiele
Cheryl
C
Leo
Jason
J
Connor
D000293:Adolescent; D000294:Adolescent Behavior / Q000523:psychology*; D000428:Alcohol Drinking / Q000523:psychology*; D000704:Analysis of Variance; D003258:Consumer Behavior; D005260:Female; D015438:Health Behavior; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D010865:Pilot Projects; D011793:Queensland; D012574:Schools; D040241:Social Marketing; D013334:Students
alcohol education; audience research; segmentation; social marketing