Street Crossing Presentation

Courtney Jacobs, Lauren Haller, Patrick Millett and Nicole Sonderegger

Methods

Summary & Insights Your level of experience, distraction level, hurriedness and presence of

friends influence how likely you are to take risks.

Experience : you feel invincible when you think you’re in control

Time pressure : rushing makes you forget to be prudent

Distraction level : you can’t take care of yourself when you’re not

paying attention

Presence of friends : desire to conform trumps independent

thinking

Segmentation

Binge Drinking Risk Levels

High risk

Medium risk

Low risk

Barrel-Aged Bourbon

rushing + experienced = efficiently riskyAbout:

you can control yourself, but you can’t control the circumstances or people around you.

Message:

Cabernet

not rushing + experienced = calculated risk-takerAbout:

enjoy time with your friends and make memories you can remember.

Message:

Malibu

rushing + less experienced = semi-cautionarily drinkingAbout:

it’s not a race -- pace yourself, you can still have fun while you learn your limits.

Message:

Jello Shots

rushing + less experienced = bold without inhibitionAbout:

personalized fear message -- alcohol can be fun, but do not underestimate the risks involved

Message:

“I’ll have the same”

with a group + distracted = likely to be a mindless follower About:

who is looking out for you? Message:

Rum & Coke

alone + distracted = not thinking and without supervision About:

personalized fear message -- you’re vulnerable and others could take advantage of that.

Message:

Tequila Shots

with a group + aware = desire to compete and impress About:

you’re only competing against yourself. no need to set the bar high.

Message:

IPA

with a group + aware = lookout for the group’s well being About:

follow the leader, not to keep up but to keep them safe.Message:

Questions