University of Twente Student Theses


Een sociaal marketing perspectief op preventieactiviteiten in het kader van 'Alcohol en Opvoeding'

Tetzlaff, L. (2009) Een sociaal marketing perspectief op preventieactiviteiten in het kader van 'Alcohol en Opvoeding'.

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Abstract:Young people in the Netherlands do not only start to drink early, but frequntly and a lot as well. The alcohol consumption under young people has increased, especially in the younger age groups. Their parents play a key role as well. The Trimbos-instituut has developed the mass media campaign Alcohol and Education to make parents more aware of the dangers of drinking in young age. Tactus Verslavingszorg participate in this campaign and occupy themselves actively. Unfortunately the rise of parents during the prevention activities is lower than desirable. The purpose of this research is to get insight in the needs of parents with respect to prevention activities and examine the positioning of prevention activities. A better match between their needs and prevention activities can raise the participation of parents during prevention activities. To conduct this investigation a new questionnaire has been developed with the Protection Motivation Theory and social marketing approach. The questionnaire could be filled out online on the internetsite of Tactus Verslavingszorg. The sample exists of 230 parents with children aged between 12 and 16 years. The most inportant conclusions from this research were that parents want and need more information about the negative impact of alcohol consumption for their children. They also need to know how to provide rules with respect to alcohol consumption of their children. Most important concerning the positioning of a prevention activity is that parents find an evening for parents most convincing as prevention activitiy. The most suitable place for a prevention activitiy is a school or a community center. A Tactus Verslavingszorg employee or an expert for alcohol are the person most suitable for parents to give alcohol prevention. The research illustrates that the preference for a prevention activity can be well predicted by the needs of parents. The social marketing approach is a suitable model to test the positioning of a prevention activity. The relation between the needs of parents and the positioning of the prevention activities has been not previously investigated.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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