Abstract
In the past decade, the Canadian Government has become increasingly involved in social marketing in the health area. Programs advocating the responsible use/nonuse of alcohol, tobacco, and marijuana target key youth segments. Recently, the authors explored the belief structures held by young people towards these drugs. Hypothetical models of the beliefs were developed to explain the patterns and nature of their evolution. This led the authors to conclude that social ideas may have a life cycle which should be viewed from a consumer perspective first. Some strategic implications are discussed.
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Dussart, C., Cooney, C., Mintz, J.H. (2015). A Longitudinal Study of the Structure of Beliefs in Social Marketing: A Cross Comparison of Youth Attitudes Towards Alcohol, Tobacco, and Marijuana in Canada. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_19
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DOI: https://doi.org/10.1007/978-3-319-17052-7_19
Publisher Name: Springer, Cham
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