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Table 2 Mean scores (SD) on the 5 factors for the 5 segments

From: Adolescents and alcohol: an explorative audience segmentation analysis

 

Aversion to intoxication

Lack of interest in alcohol

Hedonistic associations

Alcohol is the norm

Need for approval

Ordinaries

2.4 (0.6) h c os s

1.7 (0.7) h c os s

2.6 (0.6) h c

2.2 (0.6) h c os s

3.3 (0.6) h c os s

High spirits

1.7 (0.6) o c os s

1.0 (0.0) o c os s

3.2 (0.5) o c os s

1.8 (0.7) o c os s

3.5 (0.6) o s

Consciously sobers

3.5 (0.6) o h s

3.5 (0.8) o h s

1.6 (0.6) o h os s

1.8 (0.5) o h os

3.6 (0.5) o s

Ordinary sobers

3.5 (0.5)o h s

3.4 (0.7) o h s

2.6 (0.7) h c

2.0 (0.7) o h c s

3.6 (0.6) o s

Socials

3.3 (0.5) o h c os

1.2 (0.4) o h c os

2.6 (0.8) h c

1.4 (0.5) o h c os

3.9 (0.2) o h c os

  1. o = Ordinaries, h = High spirits , c = Consciously sobers, os = Ordinary sobers, s = Socials (p ≤ 0.01).