One size (never) fits all: segment differences observed following a school-based alcohol social marketing program

Area of Science:

• Public Health
• Social Marketing
• Adolescent Health

Background:

• Market orientation theory suggests improved performance.
• Social marketing principles of segmentation and audience research are applied.
• Identifies segments to examine responses to school-based alcohol social marketing programs.

Purpose of the Study:

• To identify distinct adolescent segments.
• To examine segment responses to a school-based alcohol social marketing program.
• To tailor interventions for adolescent alcohol use prevention.

Main Methods:

• A prospective, pre-post, multisite study with 371 Year 10 students (aged 14-16).
• The "Game On: Know Alcohol" (GO:KA) program involved 6 student-centered lessons.
• Cluster analysis of baseline data identified three segments: Skeptics, Risky Males, and Good Females.

Main Results:

• Three distinct adolescent segments were identified: Skeptics, Risky Males, and Good Females.
• Risky Males and Good Females demonstrated the greatest improvements in drinking attitudes and intentions.
• Good Females reported the highest program satisfaction, while Skeptics reported the lowest.

Conclusions:

• Adolescent segments differ in psychographic and demographic variables, influencing program response.
• Participation in the GO:KA program led to varied changes across identified segments.
• Segment-specific satisfaction levels highlight opportunities for program refinement and future research.