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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.
Mathijssen,J.J.P.
Janssen,M.M.
van Bon-Martens,M.J.H.
van de Goor,L.A.M.
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.
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>2000 woorden
Date
2012
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Mathijssen, J J P, Janssen, M M, van Bon-Martens, M J H & van de Goor, L A M 2012, 'Adolescents and alcohol : An explorative audience segmentation analysis', BMC Public Health, vol. 12, 742. https://doi.org/10.1186/1471-2458-12-742