Title

The Ultimate Cliffhanger: Campaign Strategies and Extreme Drinking Rituals for Turning 21

Document Type

Article

Publication Date

2019

Publisher

Taylor & Francis (Routledge)

Source Publication

Journal of Current Issues & Research in Advertising

Source ISSN

1064-1734

Abstract

This qualitative study examined the drinking ritual of 21st birthday celebrations among college student binge drinkers to gain insights that can lead to more effective campaign strategies. Through depth interviews, a pattern of intense peer pressure emerged, not only for the person turning 21, who is expected to be the “drunkest,” but for friends, who make the night risk free by giving the birthday person a “free pass.” Because each plays a role in a ritual that celebrates the “ultimate cliffhanger,” campaign strategies aimed solely at the person turning 21 are not sufficient to change behavior. The pros and cons of alternate approaches are explored.

Comments

Journal of Current Issues & Research in Advertising, Vol. 40, No. 1 (2019): 20-35. DOI.

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