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    Sales promotion strategies and youth drinking in Australia

    Access Status
    Fulltext not available
    Authors
    Pettigrew, Simone
    Biagioni, Nicole
    Jones, S.
    Daube, Michael
    Kirby, G.
    Stafford, J.
    Chikritzhs, Tanya
    Date
    2015
    Type
    Journal Article
    
    Metadata
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    Citation
    Pettigrew, S. and Biagioni, N. and Jones, S. and Daube, M. and Kirby, G. and Stafford, J. and Chikritzhs, T. 2015. Sales promotion strategies and youth drinking in Australia. Social Science and Medicine. 141: pp. 115-122.
    Source Title
    Social Science and Medicine
    DOI
    10.1016/j.socscimed.2015.07.035
    ISSN
    0277-9536
    School
    School of Psychology and Speech Pathology
    URI
    http://hdl.handle.net/20.500.11937/45748
    Collection
    • Curtin Research Publications
    Abstract

    This study employed an exploratory approach to generate detailed information about how in-store shopping experiences and exposure to sales promotion activities feature in the alcohol choices of Australian 18–21 year old drinkers. The qualitative methods of interviews, focus groups, and emailed narratives were used during 2014 to collect relevant data. The findings suggest that young drinkers' in-store shopping experiences and exposure to sales promotions influence the type, range, and quantity of alcohol purchased. In particular, the role of sales staff can be critical in increasing the amount of alcohol purchased by drawing drinkers' attention to and encouraging their participation in sales promotions. There thus appears to be an important interaction between promotional practices and young drinkers purchasing substantially larger quantities of alcohol than originally intended. Such practices need review in light of the high risk of alcohol-related harm experienced by many members of this age group.

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