Exposure to alcohol advertising and adolescents' drinking beliefs: Role of message interpretation.
Exposure to alcohol advertising and adolescents' drinking beliefs: Role of message interpretation.
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暴露于酒精广告和青少年的饮酒信念：消息解释的作用。
DOI：
10.1037/hea0000521
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发表时间：
2017-09
期刊：
影响因子：
--
通讯作者：
Tolpadi A
中科院分区：
文献类型：
--
作者：
Collins RL;Martino SC;Kovalchik SA;D'Amico EJ;Shadel WG;Becker KM;Tolpadi A
最近的研究揭示了青少年接触酒精广告与对酒精的积极看法之间的短暂联系。我们重新分析了这些数据，以确定是否依赖于青少年对广告的评价。2013年，在10个月的时间里，589名年龄在11-14岁的洛杉矶地区青少年参加了一项为期14天的生态瞬时评估，记录了所有酒精广告出现时的接触情况，并完成了他们对每个广告中任何人的怀疑、喜欢和认同的简短评估，以及他们当时与酒精相关的信仰。参与者还在每天不接触酒精的随机时刻完成了与酒精相关的信念测量。混合效应回归模型比较了以特定方式（例如，喜欢或不喜欢）评价的酒精广告暴露时刻对酒精的信念与随机时刻的信念。当年轻人看到他们积极评价的广告时，他们对酒精的看法明显比随机询问时更积极。在没有得到积极评价的广告面前，人们的信念与随机时刻的信念大体相似。年轻人是广告过程的积极参与者。他们对酒精广告的反应和处理方式强烈地调节了接触酒精与酒精相关信念之间的联系。需要更多的努力来确定酒精广告和年轻人的属性，这些属性决定了年轻人如何看待酒精广告。这些信息可以用来限制有问题的广告的曝光，或者使年轻人更能适应这种曝光。
Recent research revealed momentary associations between exposure to alcohol advertising and positive beliefs about alcohol among adolescents. We reanalyzed those data to determine whether associations depend on adolescents’ appraisal of ads. Over a 10-month period in 2013, 589 Los Angeles-area youth ages 11–14 participated in a 14-day ecological momentary assessment, logging all exposures to alcohol advertisements as they occurred and completing brief assessments of their skepticism toward, liking of, and identification with any people in each ad, as well as their alcohol related-beliefs at the moment. Participants also completed measures of their alcohol related-beliefs at random moments of non-exposure throughout each day. Mixed effects regression models compared beliefs about alcohol at moments of exposure to alcohol advertising that was appraised in a particular way (e.g., with liking, without liking) to beliefs at random moments. When youth encountered ads they appraised positively, their beliefs about alcohol were significantly more positive than when they were queried at random moments. Beliefs in the presence of ads that were not positively appraised were generally similar to beliefs at random moments. Youth are active participants in the advertising process. How they respond to and process alcohol advertising strongly moderates the association between exposure and alcohol-related beliefs. More effort is needed to identify attributes of alcohol advertisements, and of youth, that determine how youth process alcohol ads. This information can be used to either limit exposure to problematic ads or make youth more resilient to such exposure.
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