RIS ID
41692
Abstract
Alcohol consumption is often linked to a broad range of social and health problems, yet alcohol also plays a fundamental role in social bonding between people. This paper considers the potential of social marketing to contribute to alcohol consumption reduction and reframe social norms that encourage ‘problem’ drinking. Based on qualitative research with a variety of Scottish drinkers, the paper emphasises how and why a better understanding of the culturally bound meanings of alcohol (e.g. social identity, self-concept) are of crucial importance to inform any social marketing approach to reframing excessive drinking.
Included in
Arts and Humanities Commons, Life Sciences Commons, Medicine and Health Sciences Commons, Social and Behavioral Sciences Commons
Publication Details
Carrigan, M., Lindridge, A., MacAskill, S., Eadie, D., Gordon, R. & Heim, D. (2009). Where's the harm? A social marketing approach to reframing 'problem' drinking cultures. 38th European Academy of Marketing Conference (pp. 1-9).