You are not logged in.
Openly accessible

Combining social norms and social marketing to address underage drinking: development and process evaluation of a whole-of-community intervention

Jones, Sandra C, Andrews, Kelly and Francis, Kate 2017, Combining social norms and social marketing to address underage drinking: development and process evaluation of a whole-of-community intervention, PLoS one, vol. 12, no. 1, pp. 1-14, doi: 10.1371/journal.pone.0169872.

Attached Files
Name Description MIMEType Size Downloads
francis-combiningsocialnorms-2017.pdf Published version application/pdf 1.57MB 3

Title Combining social norms and social marketing to address underage drinking: development and process evaluation of a whole-of-community intervention
Author(s) Jones, Sandra C
Andrews, Kelly
Francis, KateORCID iD for Francis, Kate orcid.org/0000-0002-1751-5313
Journal name PLoS one
Volume number 12
Issue number 1
Article ID e0169872
Start page 1
End page 14
Total pages 14
Publisher Public Library of Science
Place of publication San Francisco, Calif.
Publication date 2017-01-20
ISSN 1932-6203
1932-6203
Keyword(s) Youth alcohol consumption
Underage drinking
Australian community
Social norms
Social marketing
Parental supply
Summary Youth alcohol consumption has been steadily declining in Australia, as in other countries; fewer young people are drinking and the age of initiation is increasing. However, young people, their parents and others in their communities continue to believe that adolescent (excessive) drinking is the norm. This perception, and the concurrent misperception that the majority of parents are happy to provide their underage children with alcohol, creates a perceived culture of acceptance of youth alcohol consumption. Young people believe that it is accepted, and even expected, that they will drink; and parents perceive that not providing their adolescent children with alcohol will lead to social exclusion. There is evidence that shifting social norms can have an immediate and lasting effect adolescents’ (and adults’) alcohol related attitudes and behaviors. This paper reports on a novel, community based social marketing intervention designed to correct misperceptions of alcohol related social norms in an Australian community. The project utilized a social marketing approach, informed by the full complement of Andreasen’s social marketing benchmarking criteria, and concurrently targeted adolescents, parents of adolescents and the broader community. Using extensive formative research and multiple evaluation techniques, the study demonstrates that shifts in community social norms are possible and suggests that this approach could be used more widely to support the positive trends in youth alcohol consumption and parental supply.
Language eng
DOI 10.1371/journal.pone.0169872
Field of Research 170199 Psychology not elsewhere classified
MD Multidisciplinary
Socio Economic Objective 920414 Substance Abuse
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2017, Jones et al
Free to Read? Yes
Use Rights Creative Commons Attribution licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30093033

Document type: Journal Article
Collections: Faculty of Health
School of Psychology
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 0 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 12 Abstract Views, 3 File Downloads  -  Detailed Statistics
Created: Tue, 04 Apr 2017, 15:54:00 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.