Dr SAMANTHIKA GALLAGE Samanthika.Gallage1@nottingham.ac.uk
Assistant Professor in Marketing
Adopting and sustaining responsible drinking: reconciling selves amidst conflicting messages
Gallage, H.P. Samanthika; Heath, Teresa; Tynan, Caroline
Authors
Teresa Heath
Caroline Tynan
Abstract
This paper draws on theories of identity to examine challenges that former excessive drinkers experience in adopting and maintaining responsible drinking. Narratives were collected using in-depth interviews and eight-week diaries from twenty-five formerly excessive drinkers. Findings indicate that participants’ attempts to sustain responsible drinking behaviour require them to engage in complex identity negotiations, which are compounded by confusing or easily misread communications messages from both the alcohol industry and social marketers. We suggest that communication initiatives to sustain responsible drinking should reflect a nuanced understanding of the inherent complexities of modifying and maintaining individuals’ selves within their social and relational contexts, rather than focusing exclusively on changing drinkers’ behaviour.
Citation
Gallage, H. S., Heath, T., & Tynan, C. (2020). Adopting and sustaining responsible drinking: reconciling selves amidst conflicting messages. Journal of Marketing Management, 36(17-18), 1635-1657. https://doi.org/10.1080/0267257X.2020.1857819
Journal Article Type | Article |
---|---|
Acceptance Date | Oct 16, 2020 |
Online Publication Date | Dec 16, 2020 |
Publication Date | Dec 16, 2020 |
Deposit Date | Nov 4, 2020 |
Publicly Available Date | Mar 29, 2024 |
Journal | Journal of Marketing Management |
Print ISSN | 0267-257X |
Electronic ISSN | 1472-1376 |
Publisher | Routledge |
Peer Reviewed | Peer Reviewed |
Volume | 36 |
Issue | 17-18 |
Pages | 1635-1657 |
DOI | https://doi.org/10.1080/0267257X.2020.1857819 |
Keywords | Marketing; Strategy and Management |
Public URL | https://nottingham-repository.worktribe.com/output/5017005 |
Publisher URL | https://www.tandfonline.com/doi/full/10.1080/0267257X.2020.1857819 |
Additional Information | This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 16 Dec 2020, available online: https://www.tandfonline.com/doi/full/10.1080/0267257X.2020.1857819 |
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