Alcohol consumption among young consumers: a review and recommendations

Abstract

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.

Exploring locality and college binge drinking: a Polish and Canadian perspective

“…Based on our understanding that attitudes towards drinking alcohol differs depending on location (Kropp et al, 2004;Martinic and Measham, 2008;Popova et al, 2007), Poland and Canada were chosen to explore the relationship between locality and college binge drinking in two different cultures. Both countries have the same drinking age (minimum legal age of 18) and both have high proportions of binge drinking amongst young people (Supranowicz et al, 2006;Cismaru et al, 2008). There are though some considerable differences between the two countries.…”

“…In a survey that included ten countries, Canadian men had the highest proportion of binge drinkers among them (Wilsnack et al, 2000). In Canada, 15.3 percent of those aged 15 to 19 years reported binge drinking on at least 12 occasions in the past year (Cismaru et al, 2008). A survey of Canadian campuses in 2004 by the Toronto-based Centre for Addiction and Mental Health found 32 per cent of undergraduates drink at a dangerous level (Adlaf et al, 2004).…”

What messages does social marketing advertising send? A content analysis of advertisements aiming to minimise harm from alcohol consumption

“…In order to ensure consistency in our interpretation, only social marketing interventions created by English‐speaking countries were included in the study. Several earlier studies have focused on a similar comparison analysis, such as content analyses of drink‐driving campaigns (Cismaru et al ., ), and of social marketing campaigns aimed at moderating alcohol intake among young people (Cismaru et al ., ). The third criterion, the presence of a video advertisement, was set because of the fact that in comparison with print advertisements and Internet sites, video advertisements reach a broader audience and are widely available on the Internet.…”

“…However, there is also strong evidence of alcohol's negative influence on relationships and work arising from increased aggression (Lang, Goeckner, Adesso, & Marlatt, ; Siemieniako & Kubacki, ) and antisocial behaviours (Wechsler & Nelson, ). Alcohol consumption may also lead to feelings of regret (Wechsler et al ., ; Park, ; Park & Grant, ), poor academic performance (Hill, Thomsen, Page, & Parrott, ; Wechsler & Nelson, ), unplanned and/or unprotected sex (Hill et al ., ; Park, ; Wechsler et al ., 1994; Wechsler & Nelson, ) and sexual assaults (Cismaru, Lavack, & Markewich, ).…”

Panorama Nacional de Publicações em Marketing Social na Administração

“…Estas autoras já haviam estudado, em 2008, campanhas de redução do consumo de álcool direcionadas aos jovens. Na oportunidade, identificaram que a maioria das campanhas se concentrava nas variáveis de risco-gravidade e vulnerabilidade e, na oportunidade, as autoras sugeriram a adoção da variável autoeficácia nas campanhas idealizadas (Cismaru et al, 2008).…”