Citation

Deshpande S, Rundle-Thiele S. Health. Mark. Q. 2011; 28(4): 287-303.

Affiliation

a Faculty of Management, University of Lethbridge , Lethbridge , Canada.

Copyright

(Copyright © 2011, Informa - Taylor and Francis Group)

DOI

10.1080/07359683.2011.623094

PMID

22054026

Abstract

The current study contributes to the social marketing literature in the American university binge-drinking context in three innovative ways. First, it profiles drinking segments by "values" and "expectancies" sought from behaviors. Second, the study compares segment values and expectancies of two competing behaviors, that is, binge drinking and participation in alternative activities. Third, the study compares the influence of a variety of factors on both behaviors in each segment. Finally, based on these findings and feedback from eight university alcohol prevention experts, appropriate strategies to promote responsible alcohol use for each segment are proposed.

Language: en