Alcohol Brand Research Among Underage Drinkers

描述(申请人提供)：本研究的目的是通过调查未成年青少年特定品牌酒精广告曝光与特定品牌酒精消费之间的关系，加深我们对酒精营销对青少年酒精使用的潜在作用的理解。尽管市场营销是青少年饮酒的一个潜在重要因素，但现有关于酒精营销对青少年酒精消费影响的研究一直不一致。现有文献中不一致的一个可能原因是，几乎所有先前研究酒精广告和酒精消费之间的联系的研究都调查了总酒精广告和消费的模式，尽管酒精是在品牌层面上广告和消费的。医学研究所注意到了现有文献中的这一严重缺陷，并建议收集未成年饮酒者的酒精品牌偏好数据。然而，到目前为止，还没有关于青少年饮酒品牌使用的国家数据。这项拟议的研究旨在通过开展第一次致力于收集青少年饮酒品牌偏好的全国性调查，来填补我们对青少年饮酒行为理解的这一明显不足。具体地说，该提案将结合青年特定品牌消费数据和最先进的酒类广告曝光数据，首次对特定品牌酒精广告与青年酒精消费之间的关系进行全面评估。该项目的具体目标是：(1)在具有全国代表性的未成年青年样本中，确定未成年青年(13-20岁)的酒类品牌偏好和特定品牌的消费模式；(2)确定未成年青年对杂志和电视上酒类广告的特定品牌暴露；以及(3)确定特定品牌酒精广告暴露与青年特定品牌酒精消费之间的关系。拟议的研究将由三个项目组成，分别对应于三个具体目标。项目1包括对未成年青年特定品牌酒精消费的第一次具有全国代表性的调查，将使用一种新的调查工具对预先招募的全国青年互联网小组进行管理。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精广告的数据，以第一次得出每个酒精品牌未成年青年在这些媒体上接触酒精广告的估计数字。项目3结合了项目1和2中汇编的数据，以调查不同酒类品牌的广告量与这些品牌在未成年青年中的消费量之间的关系。这项研究将对酒精研究、政策和实践产生重要影响，因为它将帮助NIAAA启动酒精品牌研究的新路线，并将有助于制定更有效的干预措施，以防止青少年饮酒及其可怕的后果。

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.