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Peer crowd market segmentation to reduce smoking among young adults in bars and nightclubs
Author
Title
Peer crowd market segmentation to reduce smoking among young adults in bars and nightclubs / Pamela M. Ling & Jeffrey W. Jordan.
ISBN
9781473933859 (ebook) :
Publication
[London] : SAGE, 2016.
Physical Description
1 online resource : illustrations (black and white, and colour).
Local Notes
Access is available to the Yale community.
Notes
Originally Published in: French, J., Merritt, R., & Reynolds, L. (2011). Psychographic Market Segmentation to Reduce Smoking Among Young Adults in Bars and Nightclubs. In Social marketing casebook (pp. 114-128). London: SAGE Publications Ltd. Print. ISBN: 9780857025449.
Description based on online resource; title from home page (viewed on April 8, 2016).
Access and use
Access restricted by licensing agreement.
Summary
Rescue Social Change Group is a US-based social marketing company that focuses on youth and youth implemented programs. In an attempt to reduce smoking in the city of San Diego, California, it launched a campaign called 'Communer' to help decrease smoking among young adults attending nightclubs and bars. Peer crowd research identified a particular group of young people on which to focus: 'hipsters' who adopt alternative lifestyle influences while rejecting mainstream popular culture. The smoke-free lifestyle was supported through various messages at events, online and through influencers to promote the smoke-free lifestyle to hipsters, and concluded successfully with a notable decrease of tobacco use.
Variant and related titles
Sage Business Cases Essentials.
Format
Books / Online
Language
English
Added to Catalog
September 17, 2024
Series
SAGE knowledge. Cases
Subjects
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