New Media Alcohol Marketing and Adolescent Drinking

描述（由申请人提供）：酒精是青少年最常用的药物，其使用与显着的负面短期和长期健康结果相关。有充分的证据表明，酒精营销既影响青少年，也影响他们的饮酒行为。然而，很少有工作已经完成，以评估酒精营销通过互联网的影响，尽管事实上，营销人员越来越多地转向这个新的媒体平台。该职业奖的目标是获得成功竞争R 01所需的健康预防研究技能和试点数据，以研究互联网营销对青少年饮酒的影响。该奖项的职业发展部分将为研究人员提供互联网酒精营销方面的专业知识，以及评估此类暴露如何与青少年饮酒行为相关的技能。该建议的指导研究部分补充了职业发展计划：在一项试点研究中，将评估互联网酒类营销的范围和内容，并开发调查和招聘工具，以研究接触互联网酒类营销，营销接受度和青少年饮酒之间的关联。将采用横断面区域研究设计。该研究的初始阶段将包括互联网内容分析，焦点小组和基于线索的网络调查和儿科诊所为基础的招聘策略的发展。对于初步研究，将从达特茅斯儿童医院的门诊儿科临床中确定并招募200名12-17岁的青少年。参与者将被引导到一个基于网络的调查，包括一个基于线索的回忆措施，其中广告曝光是通过要求青少年识别代表性的互联网广告图像进行评估。这项研究是创新的，在其发展和使用线索为基础的回忆方法来评估酒精营销曝光和接受。该奖项将支持创新研究，以更好地了解互联网酒精营销的范围及其对青少年饮酒行为的影响。这项研究是必不可少的，以指导政策和干预措施，旨在防止酒精营销对青年的有害影响及其对问题饮酒发展的贡献。

DESCRIPTION (provided by applicant): Alcohol is the most commonly used drug by adolescents and its use is associated with significant negative short and long term health outcomes. There is good evidence that alcohol marketing is both reaching adolescents and influencing their drinking behaviors. However, little work has been done to assess the effect of alcohol marketing through the internet, despite that fact that marketers are increasingly turning to this new media platform. This goal of this career award is to gain the health prevention research skills and pilot data needed to successfully compete for an R01 to examine the impact of internet marketing on adolescent alcohol use. The career development component of this award will provide the researcher with expertise in internet alcohol marketing and the skills to assess how such exposures are associated with adolescent drinking behaviors. The mentored research component of this proposal complements the career development plan: in a pilot study, the scope and content of internet alcohol marketing will be assessed and survey and recruitment tools will be developed to examine associations between exposure to internet alcohol marketing, marketing receptivity and adolescent drinking. A cross-sectional regional study design will be employed. The initial phase of the study will include an internet content analysis, focus groups and the development of a cue-based web survey and pediatric clinic-based recruitment strategies. For the pilot study, 200 adolescents aged 12-17 years old will be identified and recruited from the Ambulatory Pediatric Clinical at Children's Hospital at Dartmouth. Participants will be directed to a web-based survey including a cue-based recall measure in which advertising exposure is assessed by asking teens to identify representative internet ad images. This study is innovative in its development and use of cue-based recall methods to assess alcohol marketing exposure and receptivity. This award will support innovative research to better understand the scope of internet alcohol marketing and its influence on adolescent drinking behavior. This research is essential in order to guide policy and interventions aimed at preventing harmful influences of alcohol marketing on youth and thier contribution to the development of problem drinking.