Alcohol Brand Research Among Underage Drinkers

未成年饮酒者的酒精品牌研究

• 批准号: 8087197
• 负责人: David Jernigan
• 金额: $ 67.65万
• 依托单位: JOHNS HOPKINS UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2011
• 资助国家: 美国
• 起止时间: 2011-09-20 至 2015-06-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8087197
• 关键词: Adolescent; Advertising; Age; Alcohol consumption; Alcohols; Camels; Cigarette; Collection; Consumption; Data; Data Analyses; Development; Expenditure; Family; Foundations; Glare; Grant; Industry; Institute of Medicine (U.S.); Internet; Intervention; Journals; Life; Light; Link; Literature; Market Research; Marketing; Monitor; National Institute on Alcohol Abuse and Alcoholism; Pattern; Pilot Projects; Play; Policies; Price; Public Health; Recruitment Activity; Regulation; Research; Research Design; Research Personnel; Risk Factors; Role; Sampling; Surveys; Techniques; Television; Testing; Time; Tobacco; Youth; adolescent alcohol; alcohol advertising; alcohol effect; alcohol epidemiology; alcohol exposure; alcohol research; base; cigarette advertising; drinking; drinking behavior; effective intervention; improved; novel; peer; preference; prevent; twelfth grade; underage drinker; underage drinking

DESCRIPTION (provided by applicant): The aim of this study is to advance our understanding of the potential role of alcohol marketing on youth alcohol use by investigating the relationship between brand-specific alcohol advertising exposure and brand- specific alcohol consumption among underage youth. Although marketing is one potentially important contributor to youth drinking, existing studies on the effect of alcohol marketing on youth alcohol consumption have been inconsistent. One possible reason for the inconsistency in the existing literature is that virtually all previous studies examining the link between alcohol advertising and alcohol consumption have investigated patterns of total alcohol advertising and consumption even though alcohol is advertised and consumed at the brand-level. The Institute of Medicine noted this serious flaw in the existing literature and recommended the collection of alcohol brand preference data from underage drinkers. To date, however, there are no available national data on youth alcohol brand use. This proposed study aims to fill this glaring deficiency in our understanding of youth drinking behavior by conducting the first national survey devoted to collecting youth alcohol brand preferences. Specifically, this proposal will combine youth-specific brand consumption data with state-of the-art alcohol advertising exposure data to provide the first comprehensive assessment of the relationship between brand-specific alcohol advertising and youth alcohol consumption. The specific aims of the project are: (1) to determine alcohol brand preference and brand-specific consumption patterns of underage youth (ages 13-20) among a nationally representative sample of underage youth; (2) to determine the brand-specific exposure of underage youth to alcohol advertising in magazines and on television; and (3) to determine the relationship between brand-specific alcohol advertising exposure and brand-specific alcohol consumption among youth. The proposed research will consist of three projects that correspond to each of the three specific aims. Project 1 consists of the first nationally-representative survey of brand-specific alcohol consumption among underage youth, which will be conducted using a new survey instrument administered to a national, pre-recruited youth internet panel. Project 2 involves the collection and analysis of data on brand- specific alcohol advertising in magazines and on television for the five-year period 2007-2011 to derive, for the first time, estimates of underage youth exposure to alcohol advertising in these media for each alcohol brand. Project 3 involves the combination of the data compiled in Projects #1 and #2 to investigate the relationship between the volume of advertising for different alcohol brands and the amount of consumption of these brands among underage youth. This research will have important implications for alcohol research, policy, and practice as it will help the NIAAA to initiate a new line of alcohol brand research and will help to inform the development of more effective interventions to prevent youth alcohol use and its terrible consequences. PUBLIC HEALTH RELEVANCE: This project is important to the public's health because it explores the role that alcohol advertising may play in influencing youth alcohol use. This research will help to inform the development of more effective policies to monitor the potential role of alcohol advertising on youth drinking and to prevent or reduce youth alcohol use and its terrible consequences.

描述（由申请人提供）：本研究的目的是通过调查未成年人中特定品牌酒精广告曝光与特定品牌酒精消费之间的关系，促进我们对酒精营销对青少年酒精使用的潜在作用的理解。虽然市场营销是一个潜在的重要贡献者青年饮酒，现有的研究对青年酒精消费的影响酒精营销一直不一致。在现有的文献中的不一致的一个可能的原因是，几乎所有以前的研究，研究酒精广告和酒精消费之间的联系调查模式的总酒精广告和消费，即使酒精广告和消费的品牌水平。医学研究所注意到现有文献中的这一严重缺陷，并建议从未成年饮酒者中收集酒精品牌偏好数据。然而，迄今为止，没有关于青少年使用酒精品牌的国家数据。这项拟议中的研究旨在通过进行第一次全国性调查，专门收集青年酒类品牌偏好，填补我们对青年饮酒行为理解的这一明显不足。具体而言，该提案将联合收割机青年特定品牌消费数据与最先进的酒类广告曝光数据相结合，首次全面评估特定品牌酒类广告与青年酒类消费之间的关系。该项目的具体目标是：（1）确定未成年人对酒类品牌的偏好和特定品牌的消费模式（13-20岁）在全国有代表性的未成年人样本中;（2）确定未成年人对杂志和电视上的酒精广告的品牌特定接触;以及（3）确定特定品牌酒类广告曝光与青少年特定品牌酒类消费之间的关系。拟议的研究将包括三个项目，分别对应于三个具体目标。项目1包括对未成年人特定品牌酒精消费的首次全国代表性调查，该调查将使用一种新的调查工具进行，该调查工具由一个全国性的、预先招募的青年互联网小组管理。项目2涉及收集和分析2007-2011年五年期间杂志和电视上特定品牌酒类广告的数据，以首次得出未成年青年接触这些媒体上每个酒类品牌酒类广告的估计数。项目3涉及项目1和项目2中汇编的数据的组合，以调查不同酒类品牌的广告量与未成年人消费这些品牌的数量之间的关系。这项研究将对酒精研究、政策和实践产生重要影响，因为它将有助于NIAAA启动一系列新的酒精品牌研究，并有助于制定更有效的干预措施，以预防青少年饮酒及其可怕的后果。 公共卫生关系：这个项目对公众健康很重要，因为它探讨了酒类广告在影响青少年饮酒方面可能发挥的作用。这项研究将有助于制定更有效的政策，以监测酒类广告对青少年饮酒的潜在作用，并预防或减少青少年饮酒及其可怕的后果。