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The purpose of this paper is to examine the role of social marketing programs in preventing drunk driving, and how protection motivation theory (PMT) can be used to create effective anti drunk driving communications.

Communication and program materials aimed at reducing drunk driving were identified and gathered from English‐language websites from the USA, Canada, UK, Australia, and New Zealand, and a qualitative review was conducted.

The review provides a description of the key themes and messages being used in anti drunk driving campaigns, as well as target population, campaign components, and sources of funding. A key facet of this review is the examination of the use of PMT in social marketing campaigns designed to prevent drunk driving.

The review presents social marketing campaigns aimed at preventing drunk driving in English‐speaking countries, and shows that PMT can be successfully used in this context. The paper provides a guide for future initiatives, as well as recommendations for social marketing practitioners.

The purpose of this paper is to examine the interaction of enforcement and adjudication for general deterrence of drunk-driving. The authors present a triangular feedback model between three domains: police, courts and drunk-driving events. The authors’ deductive approach imposes no structural assumptions beyond the core of general deterrence theory.

Using a largely untapped data set for California’s 58 counties from 1990 to 2010, the authors estimate a series of heterogeneous panel Granger non-causality tests. This empirically based evidence is re-organized per the proposed triangular feedback model to objectively categorize local criminal justice systems as active, responsive or reactive (with respect to drunk-driving).

Our results suggest that state-level analyses obscure useful variations that empirical panel methods can now handle. The authors provide evidence that research based on empirically derived groupings, rather than inductively based preconceptions, is key to understanding enforcement and compliance. The authors provide a less confounded picture of the relationship between drunk-driving enforcement and adjudication.

Our study addresses one offense for a particular state in the USA. It is an exploratory analysis. This analytical and empirical approach is new.

Our approach imposes very few a priori assumptions and requires a minimum of data series to be executed. The method can be broadly applied to a range of topics and observational units.

The authors aim to expand identification of local systems’ effectiveness (or not) and mechanisms of for general deterrence of drunk-driving. The offense is one that can be committed easily and unintentionally; it does not presume anomie. The authors address general communities, not anomalies. Knowing how enforcement and compliance operate is essential to an array of behavioral externalities.

This is a new empirically based approach for analyzing social systems. It is a marriage of new macroeconomic time-series techniques with an old question, most often addressed by microeconomic research. This study uses an underutilized data source to construct a unique panel data set.

Shows that adolescent drinking varies considerably between the ages of 12 and 17, with 14 and 15‐year‐olds marking a key group whose members are keen to test their limits with alcohol and drink to intoxication but who do not necessarily enjoy the process of drinking. They dislike the taste of alcohol and the amount which needs to be drunk to reach intoxication. Designer drinks have particular characteristics that meet the needs of this group by minimizing the costs and maximizing the effects of drinking. The brand image of designer drinks matches the perceptions and expectations of 14 and 15‐year‐old drinkers, while 16 and 17‐year‐olds view these drinks as “immature”. Furthermore, consumption of these drinks is linked to heavier drinking. Concludes that these results have implications for health promotion at an individual and environmental level, with a need to educate young people about the hazards of designer drinks, address the semiotic implications of designer drinks and lobby against these drinks.

Underpinning this research is an acknowledgement of the increasing attention paid to the social issues raised by young peoples' alcohol consumption. Although earlier research has identified a number of factors contributing to alcohol‐related problems in Poland, only a handful of studies attempted to better understand drinking patterns and their influence on alcohol consumption amongst Polish people. Therefore, this paper aims to explore the roles alcohol plays in the life of young people in Poland.

All the data are collected on a university campus in Poland in late autumn 2007 from a group of ten university students. The research is conducted in three phases, using two research methods: focus groups and diaries. Purposive sample is used to establish two focus groups (Phases 1 and 3) each of which meet on two occasions, three weeks apart. In the first two week period between each focus group, respondents are asked to keep private diary (Phase 2) recording every occurrence that is, in their opinion, related to alcohol consumption.

The findings are themed around three major factors: quantity of consumed alcohol, frequency of consumption and location of consumption. However, the strongest issue is the pressure experienced by students around the social consumption of alcohol.

At a time when young peoples' alcohol consumption is attracting increasing attention from legislators and regulators, a better understanding of young consumers' behaviour may help government and other non‐profit organisations create well‐informed regulations, policies or educational programmes.

Although there is significant amount of research into detrimental effects of excessive alcohol consumption on physical and psychological health of people in Poland, little research goes into wider social issues or beyond the most visible biological consequences of drinking as anti‐social behaviour.

The proportion of young people binge drinking continues to grow despite extensive research efforts aiming to reverse this growing trend. Binge drinking has typically been viewed as the consumption of five or more standard drinks or units in a single drinking session. Research on binge drinking is US centric and largely quantitative. This paper, using qualitative methods, aims to gain richer insights into binge drinking.

Seven focus groups involving 36 participants were conducted in Poland and Canada. Focus group data were transcribed and analysed.

Three distinct types of binge drinking were identified. The authors termed these initiation, indulgence and moderation. The paper details how each type of binge drinking can be distinguished through different attitudes and drinking behaviours.

Any observations made in this paper are restricted by the sample used and the methodology employed, and therefore cannot be uncritically generalised. The findings should be used to further investigate the phenomena, in different contexts, with different respondents and using different methods, in order to deepen the understanding of binge drinking.

The results suggest that rather than thinking of binge drinking as one thing, binge drinking should be thought of as different types, involving different behaviours and attitudes.

To date the literature has viewed binge drinking as a single phenomenon. This study is the first to put forward the notion that binge drinking should not be defined as one thing, i.e. consuming five or more alcohol drinks in one day. The framework offered in this paper will assist future researchers to consider different types of binge drinking.

There is a growing body of research into the utilisation of social networking sites (SNS) by alcohol marketers, but less research into how young people utilise SNS to create their own meanings of, and interactions with, alcohol. The purpose of this study was to explore young adults’ perceptions of the nexus between alcohol and SNS.

In total, 60 adults aged 18-21 years took part in an intensive data collection process over six months. All references to social media in the interviews, focus groups and written introspections were compiled and analysed.

Results showed social media use stimulates alcohol consumption and alcohol consumption stimulates social media use. Four main themes emerged: social engagement, identity, drinking culture and distancing. Participants reported being constantly exposed to, and often influenced by, images of their peers enjoying themselves while consuming alcohol, with little representation of negative outcomes.

The relationship between SNS, social norms and drinking behaviours is complex; there is a need for further research into the dynamics of this relationship to inform social marketing interventions.

While there is a body of research into commercial references to alcohol on SNS, there is less research into the ways young people utilise SNS to create their own meanings of, and interactions with, alcohol. The consumer research that has been conducted to date has focused on quantifying references to alcohol and drinking behaviours, observing profiles or surveying users. This study addresses a key gap in the literature that is needed to inform social marketing interventions to reduce excessive alcohol consumption: when, why and how do young people post about alcohol.

The purpose of this paper is to explore the meso-level social forces that influence moderate drinking in young women’s friendship groups through the application of social capital theory.

A qualitative inquiry was undertaken utilising peer-paired and small focus groups to explore young women’s drinking choices within their existing friendship groups. Guided by emic and etic perspectives, friendship groups were analysed to inform archetypical representations that illustrate group-level social capital exchanges.

The approach led to identifying four social capital and drinking archetypes. These archetypes indicate social capital-led “influencers” and “followers” and highlight the displays of capital practised by young women in alcohol consumption contexts.

The social marketing insight drawn from this study of young women’s drinking behaviours will inform social marketers on future strategic directions about how they can use alternative methods to segment the social market of young female drinkers and develop value propositions that will motivate them towards adopting or maintaining moderate drinking practices.

This study contributes to social marketing theory by demonstrating the worth of social capital theory as an alternative lens for social marketers to apply in explorations of group influences that shape behaviour. The research findings in the paper demonstrate how deeper theorisation provides rich insight into the meso-level, complex behavioural influence which effect young women’s alcohol consumption.

This chapter integrates both structural and symbolic interactionist perspectives used in the study of collective behavior to provide a thorough examination of the campus culture and student–police interactions that precipitated a riot near James Madison University (JMU). While the analysis is anchored by Smelser’s (1971 [1962]) “value-added” model, it also accounts for cultural conditions common on college campuses. Importantly, the dynamics associated with this case may be similar to other riots – at sporting events, at religious processionals, etc. – occurring when authorities disrupt gatherings that have strong cultural resonance among participants. In these cases, attempts at disruption may be seen as an assault on norms strongly associated with a group’s identity. The study also used a unique data source – 39 YouTube videos posted of the riot event – that made it possible to capture the interactive and emergent quality of rioting behavior in real time from multiple vantage points.

Purpose – To extend understanding of the rituals and practices of alcohol consumption through a focus on the consumption object (the Dirty Pint) as a central actant in the practices of extreme alcohol consumption.

Design/methodology/approach – Seventeen paired and group interviews were conducted with young consumers (aged 16–18). An Actor-Network Theory (ANT)-inspired approach to data analysis was used in conjunction with Bourdieu's key concepts of habitus, field and capital to present a detailed understanding of the practices and rituals of extreme alcohol consumption.

Findings – The same consumption object takes on a very different role and has different forms of agency, depending on the social space (field) in which it is embedded. The Dirty Pint acts differently within different social spaces or sub-fields of the field of adolescence, particularly when combined with individual subjects of differing habitus to produce an object+subject hybrid.

Social implications – Paying attention to all the relevant actants (both human and non-human) involved in the practice of alcohol consumption could lead to more novel and relevant alcohol-harm reduction strategies or campaigns that young people can both relate to and take more seriously.

Originality/value of paper – We stress the need to grant greater agency to objects in studying consumption practices and identity enactment and contribute to the literature on identity by extending Gergen's (2009) ‘relational being’, conceiving of the self as embedded in both inter-subjective and inter-objective interactions and relationships (Latour, 1996).

The way of thought and vision and memory is that they often come upon you unexpectedly, presenting nothing new but usually with a clarity and emphasis that it all seems new. This will sometimes happen after a long period of indecision or when things are extremely difficult, as they have long been for the country, in most homes and among ordinary individuals. Watching one's life savings dwindle away, the nest‐egg laid down for security in an uncertain world, is a frightening process. This has happened to the nation, once the richest in the world, and ot its elderly people, most of them taught the habit of saving in early youth. We are also taught that what has been is past changing; the clock cannot be put back, and the largesse—much of it going to unprincipled spongers—distributed by a spendthrift Government as token relief is no answer, not even to present difficulties. The response can only come by a change of heart in those whose brutal selfishness have caused it all; and this may be a long time in coming. In the meantime, it is a useful exercise to consider our assets, to recognize those which must be protected at all costs and upon which, when sanity returns, the future depends.