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, 26-29 May 2009, Audencia, Nantes.

URL: http://www.emac2009.org/r/default.asp?iId=MHMDI

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.

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About

  • Item ORO ID
  • 18521
  • Item Type
  • Conference or Workshop Item
  • Project Funding Details
  • Funded Project NameProject IDFunding Body
    Not SetNot SetNHS Health Scotland
  • Keywords
  • social marketing; social norms; drinking cultures;
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
    Faculty of Business and Law (FBL) > Business
  • Copyright Holders
  • © 2009 The Authors
  • Depositing User
  • Marylyn Carrigan

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