Related Experiment Video
Updated: May 18, 2026

The Motivation for Alcohol Reward: Predictors of Progressive-Ratio Intravenous Alcohol Self-Administration in Humans
Published on: April 28, 2022
Adolescents and alcohol: an explorative audience segmentation analysis
Jolanda Mathijssen1, Meriam Janssen, Marja van Bon-Martens
1Tranzo Department, Academic Collaborative Centre for Public Health Brabant, Tilburg University, Post Office Box 90153 5000, Tilburg, LE, The Netherlands. j.j.p.mathijssen@uvt.nl
Background:
So far, audience segmentation of adolescents with respect to alcohol has been carried out mainly on the basis of socio-demographic characteristics. In this study we examined whether it is possible to segment adolescents according to their values and attitudes towards alcohol to use as guidance for prevention programmes.
Methods:
A random sample of 7,000 adolescents aged 12 to 18 was drawn from the Municipal Basic Administration (MBA) of 29 Local Authorities in the province North-Brabant in the Netherlands. By means of an online questionnaire data were gathered on values and attitudes towards alcohol, alcohol consumption and socio-demographic characteristics.
Results:
We were able to distinguish a total of five segments on the basis of five attitude factors. Moreover, the five segments also differed in drinking behavior independently of socio-demographic variables.
Conclusions:
Our investigation was a first step in the search for possibilities of segmenting by factors other than socio-demographic characteristics. Further research is necessary in order to understand these results for alcohol prevention policy in concrete terms.
More Related Videos
Related Concept Videos
Emerging Adulthood
Mass Spectrometry: Alcohol Fragmentation
Cross-Sectional Research
Self-Presentation: Self-Monitoring and Self-Handicapping
Erikson's Theory on Socioemotional Development during Adolescence
Ethnic Identity within a Larger Culture

