TY - JOUR
T1 - Maintaining or changing a drinking behavior? GOKA's short-term outcomes
AU - Rundle-Thiele, Sharyn
AU - Schuster, Lisa
AU - Dietrich, Timo
AU - Russell-Bennett, Rebekah
AU - Drennan, Judy
AU - Leo, Cheryl
AU - Connor, Jason P.
N1 - Publisher Copyright:
© 2015 Elsevier Inc.
PY - 2015/10/1
Y1 - 2015/10/1
N2 - Binge drinking of alcohol increases the risk of mental health problems, school exclusion, convictions, fatal and non-fatal accidents. A simple cluster randomized control trial design was used to evaluate a social marketing program, Game On: Know Alcohol (GOKA). Pre and post data were collected for seven programs (942 students, mean age: 14.6. years) and five control schools (578 students, mean age: 14.4. years). Significant improvements in alcohol knowledge and affective attitude toward binge drinking were observed for adolescents who participated in GOKA compared to the control group, with maintenance of desirable subjective norms, instrumental attitudes and intentions. Given considerable external competition from messages promoting the benefits of alcohol use, a one-off program that modifies incorrect knowledge and alters perceptions of binge drinking as a fun, recreational activity represents an important step. This research demonstrates social marketing's capacity to change drivers and maintain inhibitors of binge drinking intentions of adolescents.
AB - Binge drinking of alcohol increases the risk of mental health problems, school exclusion, convictions, fatal and non-fatal accidents. A simple cluster randomized control trial design was used to evaluate a social marketing program, Game On: Know Alcohol (GOKA). Pre and post data were collected for seven programs (942 students, mean age: 14.6. years) and five control schools (578 students, mean age: 14.4. years). Significant improvements in alcohol knowledge and affective attitude toward binge drinking were observed for adolescents who participated in GOKA compared to the control group, with maintenance of desirable subjective norms, instrumental attitudes and intentions. Given considerable external competition from messages promoting the benefits of alcohol use, a one-off program that modifies incorrect knowledge and alters perceptions of binge drinking as a fun, recreational activity represents an important step. This research demonstrates social marketing's capacity to change drivers and maintain inhibitors of binge drinking intentions of adolescents.
KW - Adolescents
KW - Alcohol
KW - Binge drinking
KW - Edutainment
KW - Online games
KW - Randomized control trial
KW - Social marketing
UR - http://www.scopus.com/inward/record.url?scp=84931284960&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2015.03.015
DO - 10.1016/j.jbusres.2015.03.015
M3 - Article
AN - SCOPUS:84931284960
SN - 0148-2963
VL - 68
SP - 2155
EP - 2163
JO - Journal of Business Research
JF - Journal of Business Research
IS - 10
ER -