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Abstract
The current study contributes to the social marketing literature in the American university binge-drinking context in three innovative ways. First, it profiles drinking segments by “values” and “expectancies” sought from behaviors. Second, the study compares segment values and expectancies of two competing behaviors, that is, binge drinking and participation in alternative activities. Third, the study compares the influence of a variety of factors on both behaviors in each segment. Finally, based on these findings and feedback from eight university alcohol prevention experts, appropriate strategies to promote responsible alcohol use for each segment are proposed.
Acknowledgments
The first author would like to thank his PhD dissertation committee in the School of Journalism and Mass Communication at the University of Wisconsin–Madison, as well as Bacchus Network for their useful contribution to this study.
Notes
a,b,c Difference in alphabetical superscripts signifies significant mean difference (p < .05).
d Significance for chi-square test is reported since the variable is nominal.
*p < .05. **p < .01.
a,b,c Difference in alphabetical superscripts signifies significant mean difference (p < .05).
d Significance for chi-square test is reported since the variable is nominal.
e 1–7 scale.
*p < .05. **p < .01.
a,b,c,d Difference in alphabetical superscripts signifies significant mean difference (p < .05).
e 1–7 scale. f 1–49 scale.
*p < .05. **p < .01.
a , b Difference in alphabetical superscripts signifies significant mean difference (p < .05).
c 1–7 scale.
d 1–49 scale.
*p < .05. **p < .01.
a 1–7 scale.
b 1–49 scale.
*p < .05. **p < .01.
+p < .10.
*p < .10. **p < .05. ***p < .01.
*p < .10. **p < .05. ***p < .01.
*p < .10. **p < .05. ***p < .01.
