Motivated Attention: Effects of Alcohol Advertising on Youth Drinking

描述(由申请者提供)：最近的数据表明，从2001年到2009年，美国青少年中接触电视酒精广告的人数增加了71%(CAMY，2010)。尽管研究表明接触酒精广告和青少年饮酒之间存在关联(Anderson等人，2009年)，但这种关系的因果关系尚未确定。这项拟议的工作旨在调查酒精广告和营销对青少年与酒精相关的态度和行为影响的潜在因果机制。这里提出的最重要的假设是，酒精广告和营销努力影响基本的动机和注意力过程，与接近和完善行为以及相关态度之间存在已知的联系。我们认为，通过这些基本过程的改变，通过广告和营销接触酒精线索，可以塑造与酒精相关的态度，并迫使人们寻求和使用酒精，并可能更广泛地影响冒险行为的倾向。这一普遍假设将在三组实验中使用行为学和心理生理学相结合的方法进行研究。所有拟议的实验都将集中在18-20岁的大学入学青少年身上。实验将重点放在一种常见的酒类营销策略上，这种策略可能对瞄准大学生特别有效，即通过产品展示和在大学体育广播中投放广告，将酒类品牌与学生所在的大学建立联系，即发展品牌社区。这一策略利用了群体内的从属动机，这种动机可以增强酒精品牌的激励意义，导致更强的方法和消费行为以及与酒精相关的态度。实验A将测试集团内附属酒精产品(与非附属酒精产品)在多大程度上具有不同的激励作用 以及大脑中的注意力过程。实验集B将把这一范例扩展到更自然的环境，在这种环境中，视频广告被嵌入到电视节目中，被操纵以代表群体内或中立的从属关系。实验C将调查酒精视频广告导致的冒险行为注意力和动机过程变化的后果。

DESCRIPTION (provided by applicant): Recent data indicate that exposure to televised alcohol advertising among U.S. adolescents increased 71% from 2001-2009 (CAMY, 2010). Although research suggests an association between exposure to alcohol advertising and youth drinking (Anderson et al., 2009), causal effects for such relations have yet to be identified. The proposed work aims to investigate a potential causal mechanism for the effects of alcohol advertising and marketing on adolescents' alcohol-related attitudes and behaviors. The over-arching hypothesis advanced here is that alcohol advertising and marketing efforts affect basic motivational and attentional processes with known links to approach and consummatory behavior and related attitudes. We propose that, through changes in these basic processes, exposure to alcohol cues through advertising and marketing shapes alcohol-related attitudes and compels alcohol-seeking and use, and could influence the propensity for risk-taking behavior more generally. This general hypothesis will be investigated using a combined behavioral and psychophysiological approach in three sets of experiments. All proposed experiments will focus on university-enrolled adolescents aged 18-20. Experiments will focus on a common alcohol marketing strategy that might be particularly effective at targeting college students, known as developing a brand community, by affiliating the brand of alcohol with students' university through product displays and placement of ads in university sports broadcasts. This strategy taps into an in-group affiliation motive that could enhance the motivational significance of alcohol brands, resulting in stronger approach and consummatory behavior and alcohol-related attitudes. Experiment Set A will test the extent to which in-group-affiliated alcohol products (vs. nonaffiliated alcohol products) differentially engage motivational and attentional processes in the brain. Experiment Set B will extend the paradigm to a more naturalistic setting in which video ads is embedded in televised programming manipulated to represent in-group or neutral affiliations. Experiment Set C will investigate the consequences of alcohol video advertisement-induced changes in attention and motivational processes for risk-taking behavior.