Risky Alcohol Consumption by Young, Female Australians: The Influence of Significant Others

Rebecca O'Hara; Debra Harker; Maria Raciti; Michael Harker

doi:10.1080/15245000701662523

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Risky Alcohol Consumption by Young, Female Australians: The Influence of Significant Others

Journal article

Peer reviewed

Risky Alcohol Consumption by Young, Female Australians: The Influence of Significant Others

Rebecca O'Hara, Debra Harker, Maria Raciti and Michael Harker

Social Marketing Quarterly, Vol.13(4), pp.26-46

2007

DOI: https://doi.org/10.1080/15245000701662523

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Abstract

alcohol

binge drinking

social marketing

female

Australia

This research used consumer behavior and social marketing principles to examine alcohol consumption among young female university students in Australia. Due to the high prevalence of risky alcohol consumption among this cohort, this study sought to examine the factors that influence the behavior of these individuals (Dowdall and Wechsler 2002; Shim and Maggs 2005). To date, this area of research has remained relatively unexplored. This article reports on the behavior of consumers in this cohort with a particular focus on reference group influence, in an attempt to make a contribution to future social marketing campaigns aimed at changing high risk behavior in the context of alcohol. The article also provides some insights into the possible components of a successful social marketing intervention program.

Details

Title: Risky Alcohol Consumption by Young, Female Australians: The Influence of Significant Others
Authors: Rebecca O'Hara (Author) - University of the Sunshine Coast - Faculty of Business
Debra Harker (Author) - University of the Sunshine Coast - Faculty of Business
Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Business
Michael Harker (Author) - University of the Sunshine Coast - Faculty of Business
Publication details: Social Marketing Quarterly, Vol.13(4), pp.26-46
Publisher: Taylor & Francis Inc.
Date published: 2007
DOI: 10.1080/15245000701662523
ISSN: 1524-5004
Organisation Unit: School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
Language: English
Record Identifier: 99449778102621
Output Type: Journal article

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