Exploring Anti-Smoking and Anti-Binge Drinking Issues in the Context of Generally Accepted Consumer Theory

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Title Exploring Anti-Smoking and Anti-Binge Drinking Issues in the Context of Generally Accepted Consumer Theory
Author Griffin, Deborah; O'Cass, Aron
Journal Name Journal of Nonprofit & Public Sector Marketing
Editor Walter W Wymer Jr
Year Published 2004
Place of publication United States
Publisher Haworth Press, Inc.
Abstract The marketing of social issues has become a significant area of government, public sector and nonprofit activity over recent times. However, consumer behavior oriented research is quite sparse and as such, furthering our understanding of consumer behavior related to social issues has both practical, as well as theoretical importance. This study examines the relationships between social issue involvement and susceptibility to interpersonal influence for social issues with attitudes toward social issues and intention to comply with a social marketing campaign. Data were gathered for two social issues from a convenience sample of individuals aged between 17 and 30. The results indicate that differing relationships were found with susceptibility to interpersonal influence, involvement and attitudes and intention to comply between the identified campaigns.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.informaworld.com/smpp/title~content=t792306939~db=all
Alternative URI http://dx.doi.org/10.1300/J054v12n02_06
Copyright Statement Copyright 2004 Haworth Press. Please refer to the journal link for access to the definitive, published version.
Volume 12
Issue Number 2
Edition 2004
Page from 105
Page to 127
ISSN 1049-5142
Date Accessioned 2005-02-16
Date Available 2009-10-14T22:13:07Z
Language en_AU
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/5410
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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