TY  - JOUR
PY  - 2011//
TI  - Segmenting and targeting american university students to promote responsible alcohol use: a case for applying social marketing principles
JO  - Health marketing quarterly
A1  - Deshpande, Sameer
A1  - Rundle-Thiele, Sharyn
SP  - 287
EP  - 303
VL  - 28
IS  - 4
N2  - 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.<p /> <p>Language: en</p>
LA  - en
SN  - 0735-9683
UR  - http://dx.doi.org/10.1080/07359683.2011.623094
ID  - ref1
ER  -