Autonomy, special offers and routines: a Q methodological study of industry-driven marketing influences on young people's drinking behaviour

Stephanie Scott, Rachel Baker, Janet Shucksmith, Eileen Kaner

Research output: Contribution to journalArticle

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Abstract

The aim of this study was to identify shared patterns of views in young people relating to the influence of industry-driven alcohol marketing (price, promotion, product and place of purchase/consumption) on their reported drinking behaviour. Q methodology harnessed qualitative and quantitative data to generate distinct clusters of opinions as follows: 39 opinion statements were derived from earlier in-depth qualitative interviews with 31 young people; by-person factor analysis was carried out on 28 participants' (six previous interviewees and 22 new recruits) rank orderings of these statements (most-to-least agreement); interpretation of the factor arrays was aided by 10–15-minute debriefing interviews held immediately following each Q-sort.
Original languageEnglish
Pages (from-to)1833–1844
Number of pages12
JournalAddiction
Volume109
Issue number11
DOIs
Publication statusPublished - Nov 2014

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Drinking Behavior
Marketing
Industry
Q-Sort
Interviews
Statistical Factor Analysis
Alcohols

Keywords

  • alcohol marketing
  • young people
  • drinking behaviour
  • Q methodology

Cite this

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abstract = "The aim of this study was to identify shared patterns of views in young people relating to the influence of industry-driven alcohol marketing (price, promotion, product and place of purchase/consumption) on their reported drinking behaviour. Q methodology harnessed qualitative and quantitative data to generate distinct clusters of opinions as follows: 39 opinion statements were derived from earlier in-depth qualitative interviews with 31 young people; by-person factor analysis was carried out on 28 participants' (six previous interviewees and 22 new recruits) rank orderings of these statements (most-to-least agreement); interpretation of the factor arrays was aided by 10–15-minute debriefing interviews held immediately following each Q-sort.",
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Autonomy, special offers and routines: a Q methodological study of industry-driven marketing influences on young people's drinking behaviour. / Scott, Stephanie; Baker, Rachel; Shucksmith, Janet; Kaner, Eileen.

In: Addiction, Vol. 109, No. 11, 11.2014, p. 1833–1844.

Research output: Contribution to journalArticle

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