Where's the harm? A social marketing approach to reframing 'problem' drinking cultures

Carrigan, M.; Lindridge, Andrew; MacAskill, S.; Eadie, D.; Gordon, R. and Heim, D. (2009). Where's the harm? A social marketing approach to reframing 'problem' drinking cultures. In: 38th European Marketing Academy Conference, May 26-29 2009, Audencia, Nantes.

Full text available as:

PDF (Accepted Manuscript) - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader
Download (212Kb)

URL:	http://www.emac2009.org/r/default.asp?iId=MHMDI
Google Scholar:	Look up in Google Scholar

Abstract

Alcohol consumption is often linked to a broad range of social and health problems, yet alcohol also plays a fundamental role in social bonding between people. This paper considers the potential of social marketing to contribute to alcohol consumption reduction and reframe social norms that encourage 'problem' drinking. Based on qualitative research with a variety of Scottish drinkers, the paper emphasises how and why a better understanding of the culturally bound meanings of alcohol (e.g. social identity, self-concept) are of crucial importance to inform any social marketing approach to reframing excessive drinking.

Item Type:

Conference Item

2009 The Authors

External Project Funding Details:

Funded Project Name	Project ID	Funding Body
Not Set	Not Set	NHS Health Scotland

Keywords:

social marketing; social norms; drinking cultures;

Academic Unit/Department:

Open University Business School

Item ID:

18521

Depositing User:

Marylyn Carrigan

Date Deposited:

15 Oct 2009 08:38

Last Modified:

25 Oct 2012 13:16

URI:

http://oro.open.ac.uk/id/eprint/18521

Actions (login may be required)

	View Item
	Report issue / request change

Policies | Disclaimer