Ça marche pas la prévention, surtout sur l’alcool: Comprendre la contestation des campagnes de prévention contre l’abus d’alcool chez les jeunes adultes

Raphaël Cuffolo and Joël Bree ()
Additional contact information
Raphaël Cuffolo: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Joël Bree: ESSCA Research Lab - ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School, NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

Post-Print from HAL

Abstract: In France, many specific prevention campaigns against excessive alcohol drinking among young people have been implemented since 2008. Although they consider these actions as totally legitimate, most young adults are very skeptical about their efficiency, and some of them go so far as to contest them. Our qualitative study highlights the different types of protest speech which, according the individuals, range from simple skepticism to a kind of resistance. We show why they question both the content and form but also sometimes the raison d'être of the campaigns. Thus, in this specific context of Binge Drinking, we show that young adults may react quite differently to the same campaign. As a result of our analysis, we propose recommendations in terms of social marketing in order to circumvent this resistance and to better reach the targeted audience.

Keywords: Binge-Drinking; Prevention campaigns; Young adults; Social marketing; Campagnes de prévention; Jeunes adultes; Marketing social (search for similar items in EconPapers)
Date: 2016-06-17
References: Add references at CitEc
Citations:

Published in 4ème Journée Internationale du Marketing Santé (JIMS 4), Jun 2016, Lille, France

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02022300

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().