@article{ref1,
title="Adolescents and alcohol: an explorative audience segmentation analysis",
journal="BMC public health",
year="2012",
author="Mathijssen, Jolanda J. P. and Janssen, Meriam M. and van Bon-Martens, Marja J. H. and van de Goor, Len A. M.",
volume="12",
number="1",
pages="742-742",
abstract="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.<p /> <p>Language: en</p>",
language="en",
issn="1471-2458",
doi="10.1186/1471-2458-12-742",
url="http://dx.doi.org/10.1186/1471-2458-12-742"
}