Peer crowd market segmentation to reduce smoking among young adults in bars and nightclubs [electronic resource] / Pamela M. Ling & Jeffrey W. Jordan
- Author
- Ling, Pamela M.
- Published
- [London] : SAGE, 2016.
- Physical Description
- 1 online resource : illustrations (black and white, and colour).
- Additional Creators
- Jordan, Jeffrey W.
Access Online
- Series
- Restrictions on Access
- License restrictions may limit access.
- 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.
- Subject(s)
- Genre(s)
- ISBN
- 9781473933859 (ebook)
- Note
- 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.
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