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Carrigan, M.; Lindridge, Andrew; MacAskill, S.; Eadie, D.; Gordon, R. and Heim, D.
(2009).
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 Name Project ID Funding Body Not Set Not Set NHS 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