Alcohol Marketing and Underage Drinking

酒类营销和未成年人饮酒

• 批准号: 8768433
• 负责人: TODD F HEATHERTON
• 金额: $ 61.5万
• 依托单位: DARTMOUTH COLLEGE
• 依托单位国家: 美国
• 财政年份: 2012
• 资助国家: 美国
• 起止时间: 2012-12-15 至 2015-11-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8768433
• 关键词: Adolescent; Adolescent Behavior; Adoption; Advertisements; Advertising; Affect; Alcohol consumption; Alcohols; Attitude; Baseline Surveys; Behavior; Behavioral; Biological; Brain; Brain imaging; Brain region; Characteristics; Cognition; Cues; Development; Dose; Epidemiologic Studies; Epidemiologist; Epidemiology; Etiology; Expectancy; Exposure to; Fostering; Functional Magnetic Resonance Imaging; Funding; Future; Health; Image; Imagery; Internet; Libraries; Link; Literature; Marketing; Mediating; Mediation; Methods; Modeling; Motor; Music; Neurosciences Research; Outcome; Patient Self-Report; Pattern; Policies; Positioning Attribute; Process; Psychologist; Public Health; Public Policy; Publishing; Recruitment Activity; Reporting; Research; Research Design; Research Personnel; Rewards; Risk Factors; Sampling; Science; Specificity; Surveys; Television; Testing; Time; United States; Weight; Writing; Youth; adolescent alcohol; age group; aged; alcohol advertising; alcohol expectancy; alcohol exposure; alcohol response; base; cohort; cue reactivity; drinking; evidence base; fast food; hazardous drinking; heuristics; innovation; insight; movie; neural correlate; population based; programs; psychologic; relating to nervous system; research study; response; underage drinker; underage drinking; young adult

DESCRIPTION (provided by applicant): This R01 application is written in response to PA-11-015, Alcohol Marketing and Youth Drinking, which aims to answer whether there is a "direct causal relation between exposure to alcohol marketing and alcohol attitudes/behaviors among youth." The application supports a multi-disciplinary team of epidemiologists, neuroscientists and psychologists that will rapidly accumulate evidence for important causality prerequisites: a) a content analysis will establish whether the themes included in contemporary alcohol advertising could be salient to adolescents and promote hazardous drinking (theoretical plausibility), b) fMRI experiments will assess whether alcohol ad exposure engages brain patterns consistent with a marketing effect (biological plausibility), c) population based survey research will assess whether there is an association between alcohol marketing and adolescent behavior, assessing causal constructs of strength, dose-response, independence, and specificity (epidemiologic plausibility), and d) whether that association is mediated through marketing- specific cognitions (psychological plausibility). The proposal revolves around an innovative heuristic model that the association between alcohol marketing exposure and hazardous/harmful drinking among experimental drinkers is mediated through marketing-specific cognitions-drinker identity and having a favorite alcohol brand-tested using cutting-edge analyses. The content analysis involves a thematic and image-based assessment of over 700 alcohol ads televised nationally over a two-year period, ads that also form the basis for cues presented in the neuroscience and epidemiologic research. Proposed brain imaging studies examine the neural correlates of cue reactivity to dynamic viewing of alcohol brand advertisements among underage undergraduates. Reward activity and activation of drinking-relevant motor planning circuitry is expected in response to viewing the ads, and response levels should predict future drinking behavior. Consistent with our model of marketing effects proposing favorite brand to drink as a key mediating cognition, activity in brain regions associated with self-relevance is expected for favorite vs. other alcohol brand ads-evidence that the brain is processing favorite brand in the context of self. The proposed population-based research builds on ARRA-funded research that recruited 3342 subjects aged 15 to 23 from across the United States in 2010. In this cohort, we have employed an innovative cue-based assessment of alcohol marketing exposures across entertainment media (TV programming, movies and music), advertising on TV and the internet, in which adolescents respond to images randomly drawn from large samples of contemporary media. Our initial findings demonstrate an association between cued responses to alcohol ads and binge drinking and expected mediation paths. A comprehensive review of the published literature will be conducted in year 5. Taken together, the proposed research allows us to rapidly propel the science forward and make significant advances in our understanding of whether the relation between alcohol marketing and drinking behavior is causal.

说明(申请人提供)：本R01申请书是针对PA-11-015《酒精营销与青少年饮酒》而写的，旨在回答青少年接触酒精营销与酒精态度/行为之间是否存在直接的因果关系。该应用支持一个由流行病学家、神经学家和心理学家组成的多学科团队，他们将迅速为重要的因果关系先决条件积累证据：a)内容分析将确定当代酒精广告中包含的主题是否会突出青少年并促进危险饮酒(理论上可信)，b)功能磁共振实验将评估酒精广告暴露是否涉及与营销效果一致的大脑模式(生物学合理性)，c)基于人群的调查研究将评估酒精营销与青少年行为之间是否存在关联，评估强度、剂量反应、独立性和特异性(流行病学合理性)的因果结构，以及d)这种联系是否通过特定于市场营销的认知来调节(心理学上的似是而非)。该提案围绕着一个创新的启发式模型，即在实验饮酒者中，酒精营销暴露与危险/有害饮酒之间的关联是通过营销特定认知-饮酒者身份-以及使用尖端分析测试最喜欢的酒类品牌来调节的。内容分析包括对两年内在全国播出的700多个酒精广告进行主题和基于图像的评估，这些广告也构成了神经科学和流行病学研究中呈现的线索的基础。拟议的脑成像研究检查了未成年本科生中线索反应性与动态观看酒精品牌广告的神经相关性。观看广告后，预计会有奖励活动和与饮酒相关的运动规划电路的激活，而反应水平应该可以预测未来的饮酒行为。与我们的营销效应模型一致的是，我们建议将最喜欢的品牌作为关键的认知中介，与其他酒类品牌广告相比，与自我相关的大脑区域的活动预计会被认为是最喜欢的品牌广告的证据--证据表明，大脑正在自我语境中处理最喜欢的品牌。这项拟议的基于人群的研究建立在ARRA资助的研究的基础上，该研究于2010年从美国各地招募了3342名年龄在15岁至23岁之间的受试者。在这个队列中，我们对娱乐媒体(电视节目、电影和音乐)、电视和互联网上的广告中的酒精营销暴露采用了一种基于线索的创新评估，在这些评估中，青少年对从当代媒体的大样本中随机抽取的图像做出反应。我们的初步发现表明，对酒精广告和酗酒的线索反应与预期的调解路径之间存在关联。第五年将对已发表的文献进行全面的回顾。综上所述，拟议的研究将使我们能够迅速推动科学进步，并在理解酒精营销和饮酒行为之间的关系是否具有因果关系方面取得重大进展。