| Autor: |
Wolburg, Joyce M., Haley, Eric |
| Předmět: |
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| Zdroj: |
Journal of Current Issues & Research in Advertising (Routledge); 2024, Vol. 45 Issue 1, p22-42, 21p |
| Abstrakt: |
Some students enter college eager to experiment with drinking while others choose not to drink. Yet nondrinkers cope with many pressures that can jeopardize their commitment. This raises the question: How can colleges and universities help nondrinkers remain nondrinkers? This qualitative study utilized online focus groups to give voice to 40 college student nondrinkers, who shared their insights for staying true to their goals and helping other nondrinkers. Using Taylor's (1999) six-segment message strategy wheel, participants evaluated a series of statements to discover which message strategy resonated best and why. They also shared their ideas for making nondrinking more visible on campus. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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