Audience segmentation and climate change communication: Conceptual and methodological considerations
DW Hine, JP Reser, M Morrison… - Wiley …, 2014 - Wiley Online Library
Engaging the public about mitigating or adapting to climate change threats poses significant
challenges for scientists, policy makers, and others responsible for developing …
challenges for scientists, policy makers, and others responsible for developing …
Preaching to different choirs: How to motivate dismissive, uncommitted, and alarmed audiences to adapt to climate change?
People vary considerably in terms of their knowledge, beliefs, and concern about climate
change. Thus, an important challenge for climate change communicators is how to most …
change. Thus, an important challenge for climate change communicators is how to most …
Effectiveness of alcohol prevention interventions based on the principles of social marketing: a systematic review
MM Janssen, JJP Mathijssen… - … , prevention, and policy, 2013 - Springer
Background Alcohol education aims to increase knowledge on the harm related to alcohol,
and to change attitudes and drinking behaviour. However, little (lasting) evidence has been …
and to change attitudes and drinking behaviour. However, little (lasting) evidence has been …
Identifying climate change interpretive communities in a large Australian sample
Australians vary considerably in their beliefs and responses to climate change, and
addressing this diversity is an important challenge faced by climate change communicators …
addressing this diversity is an important challenge faced by climate change communicators …
Differential segmentation responses to an alcohol social marketing program
Objective This study seeks to establish whether meaningful subgroups exist within a 14–16
year old adolescent population and if these segments respond differently to the Game On …
year old adolescent population and if these segments respond differently to the Game On …
Alcohol consumption among university students: a typology of consumption to aid the tailoring of effective public health policy
Objective Elevated levels of alcohol consumption among university students are well
documented. Policymakers have attempted to combat this issue at a university, national and …
documented. Policymakers have attempted to combat this issue at a university, national and …
Looking back and moving forwards: An agenda for social marketing research
S Rundle-Thiele - Recherche et Applications en Marketing …, 2015 - journals.sagepub.com
The practice of social marketing is based on a set of underlying principles that have not yet
been tested. In the future, a series of experiments will be necessary to bring the application …
been tested. In the future, a series of experiments will be necessary to bring the application …
One size (never) fits all: Segment differences observed following a school‐based alcohol social marketing program
ABSTRACT BACKGROUND According to commercial marketing theory, a market orientation
leads to improved performance. Drawing on the social marketing principles of segmentation …
leads to improved performance. Drawing on the social marketing principles of segmentation …
Learning what our target audiences think and do: Extending segmentation to all four bases
Background While acknowledged as one of social marketing's necessities, limited reporting
of segmentation exists. The current study seeks to extend segmentation drawing on all four …
of segmentation exists. The current study seeks to extend segmentation drawing on all four …
A qualitative exploration of attitudes towards alcohol, and the role of parents and peers of two alcohol-attitude-based segments of the adolescent population
MM Janssen, JJP Mathijssen… - … , prevention, and policy, 2014 - Springer
Background An earlier study using social marketing and audience segmentation
distinguished five segments of Dutch adolescents aged 12–18 years based on their attitudes …
distinguished five segments of Dutch adolescents aged 12–18 years based on their attitudes …