title: Differential segmentation responses to an alcohol social marketing program.
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.
  
  
  METHODS
  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.
authors.affiliation: Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University, Australia. Electronic address: t.dietrich@griffith.edu.au.
authors.forename: Timo
authors.initials: T
authors.lastname: Dietrich
authors.affiliation: Social Marketing @ Griffith, Menzies Health Institute Queensland, Griffith University, Australia. Electronic address: s.rundle-thiele@griffith.edu.au.
authors.forename: Sharyn
authors.initials: S
authors.lastname: Rundle-Thiele
authors.affiliation: School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Australia. Electronic address: lisa.schuster@qut.edu.au.
authors.forename: Lisa
authors.initials: L
authors.lastname: Schuster
authors.affiliation: School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Australia. Electronic address: j.drennan@qut.edu.au.
authors.forename: Judy
authors.initials: J
authors.lastname: Drennan
authors.affiliation: School of Advertising, Marketing and Public Relations, QUT Business School, Queensland University of Technology, Australia. Electronic address: rebekah.bennett@qut.edu.au.
authors.forename: Rebekah
authors.initials: R
authors.lastname: Russell-Bennett
authors.affiliation: School of Management and Governance, Murdoch University, Australia. Electronic address: c.leo@murdoch.edu.au.
authors.forename: Cheryl
authors.initials: C
authors.lastname: Leo
authors.affiliation: Centre for Youth Substance Abuse Research, The University of Queensland, Australia. Electronic address: m.gullo@uq.edu.au.
authors.forename: Matthew J
authors.initials: MJ
authors.lastname: Gullo
authors.affiliation: 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.
authors.forename: Jason P
authors.initials: JP
authors.lastname: Connor
mesh_terms: D000293:Adolescent; D064829:Alcohol Abstinence; D019973:Alcohol-Related Disorders / Q000517:prevention & control*; D001315:Australia; D063425:Binge Drinking / Q000517:prevention & control*; D016000:Cluster Analysis; D005260:Female; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D009520:New Zealand; D012572:School Health Services; D020377:Self Efficacy; D040241:Social Marketing; D011795:Surveys and Questionnaires; D016896:Treatment Outcome; D000066608:Underage Drinking / Q000517:prevention & control*; D006113:United Kingdom
keywords: Adolescents; Alcohol education; Differential effects; Segmentation; Social marketing