Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project
Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project
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DOI：
10.3109/16066359.2015.1051039
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发表时间：
2016-01-02
影响因子：
2.9
通讯作者：
Jernigan, David H.
中科院分区：
文献类型：
--
作者：
Roberts, Sarah P.;Siegel, Michael B.;Jernigan, David H.
背景：针对未成年饮酒者的酒精研究尚未全面评估青少年品牌级饮酒行为的情况。需要这些信息来准确描述青少年饮酒情况、探索其前因并制定适当的干预措施。方法：我们收集了美国未成年饮酒者酒精品牌水平消费的全国数据，然后研究了这些偏好与几个因素之间的关联，包括青少年接触特定品牌酒精广告、企业赞助、流行音乐歌词、社交网站和酒精定价。本文总结了我们的研究结果，以及其他已发表的关于酒精品牌和青少年饮酒的研究结果。结果：我们的研究结果揭示了有关青少年饮酒的几个有趣的事实。例如，我们发现：（1）年轻人不喝最便宜的酒类品牌； (2)青少年的品牌偏好与成年饮酒者不同； (3) 未成年饮酒者并不是投机取巧地饮酒，而是消费一组非常特定的品牌； (4) 年轻人在杂志和电视广告中大量接触的品牌与他们最常报告消费的品牌相对应；(5) 年轻人消费更多的广告中最常接触的酒类品牌。结论：本文提出的研究结果表明，品牌级酒精研究将为青少年饮酒行为、导致青少年饮酒的因素以及有效公共卫生监测和规划的潜在途径提供重要见解。
Background: Alcohol research focused on underage drinkers has not comprehensively assessed the landscape of brand-level drinking behaviours among youth. This information is needed to profile youth alcohol use accurately, explore its antecedents and develop appropriate interventions. Methods: We collected national data on the alcohol brand-level consumption of underage drinkers in the United States and then examined the association between those preferences and several factors including youth exposure to brand-specific alcohol advertising, corporate sponsorships, popular music lyrics, and social networking sites and alcohol pricing. This paper summarises our findings, plus the results of other published studies on alcohol branding and youth drinking. Results: Our findings revealed several interesting facts regarding youth drinking. For example, we found that: (1) youth are not drinking the cheapest alcohol brands; (2) youth brand preferences differ from those of adult drinkers; (3) underage drinkers are not opportunistic in their alcohol consumption, but instead consume a very specific set of brands; (4) the brands that youth are heavily exposed to in magazines and television advertising correspond to the brands they most often report consuming and (5) youth consume more of the alcohol brands to whose advertising they are most heavily exposed. Conclusion: The findings presented here suggests that brand-level alcohol research will provide important insight into youth drinking behaviours, the factors that contribute to youth alcohol consumption and potential avenues for effective public health surveillance and programming.