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Maintaining or changing a drinking behavior? GOKA's short-term outcomes

机译：维持或改变饮酒行为？ GOKA的短期结果

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摘要

Binge drinking of alcohol increases the risk of mental health problems, school exclusion, convictions, fatal and non-fatal accidents. A simple cluster randomized control trial design was used to evaluate a social marketing program, Game On: Know Alcohol (GOKA). Pre and post data were collected for seven programs (942 students, mean age: 14.6 years) and five control schools (578 students, mean age: 14.4 years). Significant improvements in alcohol knowledge and affective attitude toward binge drinking were observed for adolescents who participated in GOKA compared to the control group, with maintenance of desirable subjective norms, instrumental attitudes and intentions. Given considerable external competition from messages promoting the benefits of alcohol use, a one-off program that modifies incorrect knowledge and alters perceptions of binge drinking as a fun, recreational activity represents an important step. This research demonstrates social marketing's capacity to change drivers and maintain inhibitors of binge drinking intentions of adolescents. (C) 2015 Elsevier Inc. All rights reserved.
机译：酗酒会增加精神健康问题，学校被排斥，定罪，致命和非致命事故的风险。一个简单的集群随机对照试验设计用于评估社交营销程序Game On：Know Alcohol（GOKA）。收集了七个项目（942名学生，平均年龄：14.6岁）和五个控制学校（578名学生，平均年龄：14.4岁）的前后数据。与对照组相比，参加GOKA的青少年的酒精知识和对狂饮的情感态度有了明显改善，并保持了理想的主观规范，工具性态度和意图。考虑到来自宣传酒精使用益处的信息的大量外部竞争，一项一次性程序可以改变错误的知识，并改变对暴饮酒的娱乐性，娱乐性活动，这是重要的一步。这项研究证明了社交营销能够改变驱动力并保持青少年狂饮意图的抑制器。 （C）2015 Elsevier Inc.保留所有权利。

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  • 来源
    《Journal of Business Research》 |2015年第10期|2155-2163|共9页
  • 作者

    Rundle-Thiele Sharyn; Schuster Lisa; Dietrich Timo; Russell-Bennett Rebekah; Drennan Judy; Leo Cheryl; Connor Jason P.;

  • 作者单位

    Griffith Univ, Menzies Hlth Inst Queensland, Nathan, Qld 4111, Australia|Griffith Univ, Dept Mkt, Nathan, Qld 4111, Australia;

    Queensland Univ Technol, QUT Business Sch, Sch Advertising Mkt & Publ Relat, Brisbane, Qld 4001, Australia;

    Griffith Univ, Menzies Hlth Inst Queensland, Nathan, Qld 4111, Australia|Griffith Univ, Dept Mkt, Nathan, Qld 4111, Australia;

    Queensland Univ Technol, QUT Business Sch, Sch Advertising Mkt & Publ Relat, Brisbane, Qld 4001, Australia;

    Queensland Univ Technol, QUT Business Sch, Sch Advertising Mkt & Publ Relat, Brisbane, Qld 4001, Australia;

    Murdoch Univ, Sch Management & Governance, Murdoch, WA 6150, Australia;

    Univ Queensland, Fac Med & Biomed Sci, Ctr Youth Subst Abuse, Herston, Qld 4029, Australia|Univ Queensland, Sch Med, Discipline Psychiat, Herston, Qld 4029, Australia;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Binge drinking; Alcohol; Adolescents; Social marketing; Online games; Edutainment; Randomized control trial;

    机译：酗酒;酗酒;青少年;社会营销;网络游戏;娱乐;随机对照试验;

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