An Experience-Sampling Study of Exposure to Alcohol Advertising & Youth Drinking

酒精广告接触的体验抽样研究

• 批准号: 8281278
• 负责人: STEVEN C MARTINO
• 金额: $ 64.96万
• 依托单位: RAND CORPORATION
• 依托单位国家: 美国
• 财政年份: 2012
• 资助国家: 美国
• 起止时间: 2012-07-15 至 2016-03-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8281278
• 关键词: Accounting; Address; Advertising; Affect; Age; Alcohols; Area; Belief; California; Cognition; Complex; Consumption; Data; Devices; Ethnic Origin; Evaluation; Event; Expectancy; Exposure to; Feeling; Gender; Handheld Computers; Heavy Drinking; Individual Differences; Interview; Learning; Literature; Marketing; Mass Media; Measures; Mediating; Memory; Mind; Modeling; Paper; Participant; Patient Self-Report; Policies; Prevention program; Probability; Process; Prospective Studies; Race; Reaction; Recruitment Activity; Reporting; Research; Resources; Respondent; Route; Sampling; Sampling Studies; Schools; Social Desirability; Social Network; Sum; Surveys; Television; Testing; Thinking; Time; Work; Youth; adolescent alcohol; adolescent substance use; alcohol advertising; alcohol exposure; cohort; design; deter alcohol use; digital; drinking; experience; innovation; longitudinal design; movie; peer; programs; psychologic; research study; response; social; theories; underage drinking

DESCRIPTION (provided by applicant): Evidence from more than a dozen prospective studies supports the growing conviction that alcohol advertising influences adolescent alcohol use. Yet these studies have deficiencies that limit what can be learned from them. They focus on a narrow range of exposures via traditional mass media, often rely solely on retrospective self-reports of exposure, and do not adequately capture the psychological processes that are hypothesized to moderate and mediate the relationship. Recent advances in the area of ecological momentary assessment (EMA) provide the opportunity to address these gaps and substantially advance the field's understanding of the effects of alcohol advertising in all of its forms. EMA solicits data from respondents at the time of exposure and in real world contexts, providing detailed, sensitive and ecologically valid assessment of the micro-processes involved in ad response. Such data are crucial for validly testing mediating and moderating processes. This study will use EMA as one component of an intensive longitudinal design in which a racially and ethnically diverse cohort of 700 youth will be followed for two years. These youth will be assessed at repeated time points (0, 6, 12, 18, and 24 months) through paper surveys and 14-day time/event sampling using EMA via handheld computers. Two types of interviews will be programmed on the handheld computers: random prompts and exposure-related "event" recordings. "Event" recordings will be initiated by participants each time they see an alcohol ad and will ask participants about the specifics of the exposure. Event reports will also instigate a short survey assessing participants' alcohol-related thoughts at that moment. Random prompts will be initiated by the device 3 times per day and include the same survey, thus providing a "no exposure control condition" against which to compare post-event reports. Paper surveys will be completed at the start of each 14-day EMA sampling to assess changes in drinking over the past 6 months. This design will provide a detailed assessment of youths' exposure to a wide variety of media types that would be impossible to measure with retrospective surveys, and will permit evaluation of the following theory-driven hypotheses: (1) youth will have more favorable drinking expectancies and believe drinking is more common among their peers after exposure to alcohol ads than when they are not exposed; (2) youth with drinking experience or intent to drink will be more affected by exposure to ads than youth without experience or intent; (3) exposure via social media will have greater impact than exposure via other channels; (4) ads eliciting greater identification with drinkers, more positive feelings, and less skepticism toward the advertiser or message will have greater impact than ads eliciting less identification and positive affect and more skepticism; and (5) exposure-related shifts in alcohol- related cognitions, as measured by EMA, will mediate changes in drinking intentions and actual drinking over time. Results of this study will have important implications for the design of alcohol use prevention programs and the ongoing policy debate on whether to restrict alcohol advertising and portrayals in the media. PUBLIC HEALTH RELEVANCE: The proposed research will address major gaps in the literature by assessing in detail youth exposure to alcohol advertising across a broad range of media and their immediate and long-term reactions to that exposure. In doing so, we will be able to test the key hypothesis that shifts in alcohol-related cognitions immediately post-exposure mediate the association between exposure to advertising and changes in drinking over time. Results from this study will provide critically important information for regulators and interventin developers regarding the extent and types of alcohol advertizing to which youth are exposed, who is most affected by such exposure, under what circumstances, and why.

描述（由申请人提供）：来自十几项前瞻性研究的证据支持越来越多的信念，即酒精广告影响青少年饮酒。然而，这些研究都有不足之处，限制了从中可以学到的东西。他们专注于通过传统的大众媒体接触的范围很窄，往往只依赖于回顾性的自我报告的曝光，并没有充分捕捉的心理过程，假设适度和调解的关系。生态瞬时评估（EMA）领域的最新进展提供了解决这些差距的机会，并大大推进了该领域对酒精广告在其所有领域的影响的理解。 forms. EMA在接触时和真实的世界背景下从受访者那里收集数据，对广告响应中涉及的微观过程进行详细、敏感和生态有效的评估。这些数据对于有效测试调解和调节过程至关重要。本研究将使用EMA作为密集纵向设计的一个组成部分，在该设计中，将对700名不同种族和民族的青少年进行为期两年的随访。这些青少年将在重复的时间点（0、6、12、18和24个月）通过纸质调查和14天时间/事件抽样进行评估，使用EMA通过手持计算机进行。两种类型的访谈将在手持计算机上编程：随机提示和与面试有关的“事件”录音。“事件”记录将由参与者在每次看到酒精广告时启动，并将询问参与者有关曝光的细节。事件报告还将引发一个简短的调查，评估参与者在那一刻与酒精有关的想法。随机提示将由器械每天启动3次，并包括相同的调查，从而提供“无暴露控制条件”，以比较事件后报告。将在每次为期14天的EMA采样开始时完成纸质调查，以评估过去6个月的饮酒变化。这项设计将提供一个详细的评估青少年接触各种各样的媒体类型，这将是不可能衡量的回顾性调查，并将允许评估以下理论驱动的假设：（1）青年将有更有利的饮酒预期，并认为饮酒是更普遍的同龄人接触后，酒精广告比当他们没有接触;（2）有饮酒经验或意图饮酒的青少年比没有饮酒经验或意图的青少年更容易受到广告的影响;（3）通过社交媒体曝光的影响比通过其他渠道曝光的影响更大;（4）广告能引起更多的认同感，更积极的感觉，对广告主或信息较少的怀疑将比广告引起较少的认同和积极影响以及更多的怀疑产生更大的影响;（5）由EMA测量的酒精相关认知的确定性相关变化将随着时间的推移介导饮酒意图和实际饮酒的变化。这项研究的结果将有重要的影响，酒精使用预防计划的设计和正在进行的政策辩论，是否限制酒精广告和描绘在媒体上。 公共卫生关系：拟议的研究将通过详细评估青少年在各种媒体上接触酒精广告的情况以及他们对这种接触的直接和长期反应，来解决文献中的主要空白。通过这样做，我们将能够检验关键假设，即接触后立即发生的酒精相关认知的变化介导了广告接触与饮酒变化之间的关联。这项研究的结果将为监管机构和干预开发人员提供至关重要的信息，这些信息涉及青少年接触酒精的程度和类型，谁受这种接触的影响最大，在什么情况下以及为什么。