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: 8511507
• 负责人: STEVEN C MARTINO
• 金额: $ 68.53万
• 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/8511507
• 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.

描述(由申请者提供)：来自十几项前瞻性研究的证据支持越来越多的人相信酒精广告会影响青少年酒精使用。然而，这些研究存在缺陷，限制了我们可以从中学到的东西。他们专注于通过传统大众媒体进行的狭窄范围的暴露，往往仅仅依赖于对暴露的回顾自我报告，而没有充分捕捉到被假设为缓和和调解关系的心理过程。生态瞬时评估(EMA)领域的最新进展为解决这些差距提供了机会，并大大促进了该领域对酒精广告在所有 表格。EMA在曝光时和在现实世界的背景下向受访者征求数据，对广告响应中涉及的微观过程提供详细、敏感和生态有效的评估。这些数据对于有效测试调解和缓和进程至关重要。这项研究将使用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年进行为期两年的跟踪调查。这些青少年将在重复的时间点(0、6、12、18和24个月)通过纸质调查和通过手持计算机使用EMA进行14天的时间/事件抽样进行评估。两种类型的采访将在手持计算机上编程：随机提示和与曝光有关的“事件”录音。参与者每次看到酒精广告时都会启动“活动”录音，并询问参与者接触的具体情况。活动报道还将发起一项简短的调查，评估参与者当时与酒精有关的想法。随机提示将由该设备每天启动3次，并包括相同的调查，因此提供了用于与事后报告进行比较的“无曝光控制条件”。纸质调查将在每次为期14天的EMA抽样开始时完成，以评估过去6个月饮酒情况的变化。这一设计将提供对青少年接触各种媒体类型的详细评估，这些媒体类型无法通过回顾调查来衡量，并将允许评估以下理论驱动的假设：(1)青少年在接触酒精广告后会有更有利的饮酒预期，并认为饮酒在同龄人中比没有接触时更普遍；(2)有饮酒经历或打算喝酒的年轻人比没有经验或意图的年轻人更容易受到广告接触的影响；(3)通过社交媒体接触会比通过其他渠道接触更大的影响；(4)广告对饮酒者的认同感更强，感受更积极，对广告商或信息的怀疑更少，影响会比广告更少，认同感和积极情感更少，怀疑更多；以及(5)EMA测量的与酒精相关的认知暴露相关的变化将中介饮酒意图和实际饮酒随时间的变化。这项研究的结果将对酒精使用预防计划的设计和正在进行的关于是否限制媒体上的酒精广告和肖像的政策辩论产生重要影响。