Adolescents and alcohol

An explorative audience segmentation analysis

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Abstract

Background
So far, audience segmentation of adolescents with respect to alcohol has been carried out mainly on the basis of socio-demographic characteristics. In this study we examined whether it is possible to segment adolescents according to their values and attitudes towards alcohol to use as guidance for prevention programmes.
Methods
A random sample of 7,000 adolescents aged 12 to 18 was drawn from the Municipal Basic Administration (MBA) of 29 Local Authorities in the province North-Brabant in the Netherlands. By means of an online questionnaire data were gathered on values and attitudes towards alcohol, alcohol consumption and socio-demographic characteristics.
Results
We were able to distinguish a total of five segments on the basis of five attitude factors. Moreover, the five segments also differed in drinking behavior independently of socio-demographic variables.
Conclusions
Our investigation was a first step in the search for possibilities of segmenting by factors other than socio-demographic characteristics. Further research is necessary in order to understand these results for alcohol prevention policy in concrete terms.
Original languageEnglish
Article number742
JournalBMC Public Health
Volume12
DOIs
Publication statusPublished - 2012

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Alcohols
Drinking Behavior
Alcohol Drinking
Netherlands

Cite this

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title = "Adolescents and alcohol: An explorative audience segmentation analysis",
abstract = "BackgroundSo far, audience segmentation of adolescents with respect to alcohol has been carried out mainly on the basis of socio-demographic characteristics. In this study we examined whether it is possible to segment adolescents according to their values and attitudes towards alcohol to use as guidance for prevention programmes.MethodsA random sample of 7,000 adolescents aged 12 to 18 was drawn from the Municipal Basic Administration (MBA) of 29 Local Authorities in the province North-Brabant in the Netherlands. By means of an online questionnaire data were gathered on values and attitudes towards alcohol, alcohol consumption and socio-demographic characteristics.ResultsWe were able to distinguish a total of five segments on the basis of five attitude factors. Moreover, the five segments also differed in drinking behavior independently of socio-demographic variables.ConclusionsOur investigation was a first step in the search for possibilities of segmenting by factors other than socio-demographic characteristics. Further research is necessary in order to understand these results for alcohol prevention policy in concrete terms.",
author = "J.J.P. Mathijssen and M.M. Janssen and {van Bon-Martens}, M.J.H. and {van de Goor}, L.A.M.",
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year = "2012",
doi = "10.1186/1471-2458-12-742",
language = "English",
volume = "12",
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Adolescents and alcohol : An explorative audience segmentation analysis. / Mathijssen, J.J.P.; Janssen, M.M.; van Bon-Martens, M.J.H.; van de Goor, L.A.M.

In: BMC Public Health, Vol. 12, 742, 2012.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Adolescents and alcohol

T2 - An explorative audience segmentation analysis

AU - Mathijssen, J.J.P.

AU - Janssen, M.M.

AU - van Bon-Martens, M.J.H.

AU - van de Goor, L.A.M.

N1 - >2000 woorden

PY - 2012

Y1 - 2012

N2 - BackgroundSo far, audience segmentation of adolescents with respect to alcohol has been carried out mainly on the basis of socio-demographic characteristics. In this study we examined whether it is possible to segment adolescents according to their values and attitudes towards alcohol to use as guidance for prevention programmes.MethodsA random sample of 7,000 adolescents aged 12 to 18 was drawn from the Municipal Basic Administration (MBA) of 29 Local Authorities in the province North-Brabant in the Netherlands. By means of an online questionnaire data were gathered on values and attitudes towards alcohol, alcohol consumption and socio-demographic characteristics.ResultsWe were able to distinguish a total of five segments on the basis of five attitude factors. Moreover, the five segments also differed in drinking behavior independently of socio-demographic variables.ConclusionsOur investigation was a first step in the search for possibilities of segmenting by factors other than socio-demographic characteristics. Further research is necessary in order to understand these results for alcohol prevention policy in concrete terms.

AB - BackgroundSo far, audience segmentation of adolescents with respect to alcohol has been carried out mainly on the basis of socio-demographic characteristics. In this study we examined whether it is possible to segment adolescents according to their values and attitudes towards alcohol to use as guidance for prevention programmes.MethodsA random sample of 7,000 adolescents aged 12 to 18 was drawn from the Municipal Basic Administration (MBA) of 29 Local Authorities in the province North-Brabant in the Netherlands. By means of an online questionnaire data were gathered on values and attitudes towards alcohol, alcohol consumption and socio-demographic characteristics.ResultsWe were able to distinguish a total of five segments on the basis of five attitude factors. Moreover, the five segments also differed in drinking behavior independently of socio-demographic variables.ConclusionsOur investigation was a first step in the search for possibilities of segmenting by factors other than socio-demographic characteristics. Further research is necessary in order to understand these results for alcohol prevention policy in concrete terms.

U2 - 10.1186/1471-2458-12-742

DO - 10.1186/1471-2458-12-742

M3 - Article

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JO - BMC Public Health

JF - BMC Public Health

SN - 1471-2458

M1 - 742

ER -