Examining price promotions, venue and place of residence as predictors of alcohol consumption

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this study is to understand the effect of price promotions, venue and place of residence on low-risk, risky and high-risk alcohol consumption behaviour of young women between 18 and 24 years of age who attend university in Australia, Wales and Germany. Design/methodology/approach -The quantitative, self-administered questionnaire collected data from a convenience sample of three universities in three OECD countries with high alcohol consumption being: a regional Australian university (n ¼ 305), a city Welsh university (n ¼ 354) and a rural German university (n ¼ 325). Findings -First, the multinomial logistic regression results revealed that price promotions and venue influenced alcohol consumption in Wales alone while place of residence influenced alcohol consumption in Australia; however, price promotions, venue and place of residence had no effect on young women attending university in Germany. Second, the binomial logistic regression results for Wales reported a sensitivity to price promotions for all three alcohol consumption risk classifications; however, location was of little consequence to risky drinkers when compared to high risk drinkers. For Australia, the place of residence did not influence alcohol consumption for both risky and high-risk drinkers. Originality/value -The value of this study lies in the examination of three levels of alcohol consumption -low-risk, risky and high-risk -for the same cohort across three countries using the same test instrument and standard alcohol consumption metrics. As such, this study provides a more meaningful macro view of alcohol consumption; thus has the capacity to contribute to effectual intervention strategies.

The internationalisation of social marketing research

“…Only three articles reported gathering data in multiple countries and, in contrast to the SMQ papers, there was no pair-of-country combination. These three multi-country studies collected research data in developing countries (Farrell and Gordon, 2012), German-speaking countries (Wettstein et al, 2012), and in Germany, Australia and Wales (Raciti et al, 2013). Similar to Tables I and II also suggests that most of the single-country studies were conducted by researchers in their own countries.…”

A social marketing strategy to promote preconception care: development of the Woke Women strategy

“…A previous Dutch retrospective cross-sectional study showed that while almost all participants (95%) experienced their health as good, very good or excellent, still 11% of them had a chronic illness, 22% had a body mass index (BMI) of ≥ 25 kg/m 2 , 21% were smokers and almost 60% used to drink alcohol in the preconceptional period (Poels et al , 2017b). Research shows that women are considered to be more susceptible to alcohol-related harm than men (Raciti et al , 2013). This suggested lack of awareness on one ’ s own health status should be taken into account when developing the strategy.…”

A recycling story: Developing recycling behavior in Turkey with social marketing program

“…The coding system, which should be categorized, was finalized and a separate general coding map was obtained for each participant. For in‐depth analysis of a target group, which is one of the most important elements that will affect the success of a social marketing program (Kotler & Lee, 2008b), the target group should be well “listened to” (Andreasen, 2006; Drummond, 2008; Raciti et al, 2013). Defining a target group according to motivation, barrier, and benefit elements and determining their common characteristics facilitate communication (Drummond, 2008).…”

“…Literatures on social marketing, noted that it is necessary to understand the “benefit expected from behavior,” “motivation elements,” and “behavioral barriers” of the targeted group and analyze the target group behavioral change (Andreasen, 2006; Drummond, 2008; Jesson, 2009; McKenzie‐Mohr, 2000; Raciti et al, 2013). In this context, motivation and expected benefits for recycling behavior differ depending on individuals' environmental awareness (Chen & Tung, 2010; Echegaray & Hansstein, 2017), level of knowledge (Al‐Mamun et al, 2019; Gadiraju, 2016; Ittiravivongs, 2012), and positive attitudes toward recycling (Fornara et al, 2011; Meng et al, 2019; Mosler et al, 2008).…”