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To comply or not to comply : how to enhance compliance with minimum age laws among sales personnel using scenario-based training?

Broekhuis, M.C. (2015) To comply or not to comply : how to enhance compliance with minimum age laws among sales personnel using scenario-based training?

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Abstract:Past research showed that alcohol is still very much available for minors (van Hoof & Gosselt, 2013). In order to address this, current research tried a new approach by enhancing compliance with minimum age laws among cashiers. Based on the literature, three main factors were identified that influence compliance, namely (1) knowledge, (2), ability, and (3) motivation. By looking at interventional studies about compliance with minimum age laws, attempts were made to identify effective methods to enhance compliance with the legislation among supermarket personnel. Because most studies did not result in long-term significant effects, also interventional studies on compliance in other research fields were reviewed. From these studies, a scenario-based training was considered to be an effective method for compliance because it would address the specific knowledge, skills, and motivation that cashiers need in their daily work. A scenario-based training was developed and tested in this study. Also, a simulation exercise was designed to study the additional effectiveness of the simulation training within a scenario-based training. A total of eight supermarkets participated in this study, and were assigned to one of the four conditions groups: (1) high training, (2) low training, (3) no training, and (4) control group. The results showed that the high training group obtained the highest increase in compliance, namely from 25.0% to 68.8%. Also, the low training group displayed a significant increase from 18.8% to 60.0% compliance. All in all, this study found that developing a scenario-based simulation training based on the specific motives for (non)compliance of cashiers of supermarkets would greatly enhance their compliance with the minimum age law on alcohol.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69036
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