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Adopting and sustaining responsible drinking: reconciling selves amidst conflicting messages

Gallage, H.P. Samanthika; Heath, Teresa; Tynan, Caroline

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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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