Motivated Attention: Effects of Alcohol Advertising on Youth Drinking

动机性注意力：酒类广告对青少年饮酒的影响

• 批准号: 8720634
• 负责人: BRUCE D BARTHOLOW
• 金额: $ 40.1万
• 依托单位: UNIVERSITY OF MISSOURI-COLUMBIA
• 依托单位国家: 美国
• 财政年份: 2012
• 资助国家: 美国
• 起止时间: 2012-08-01 至 2016-07-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8720634
• 关键词: Address; Adolescent; Advertisements; Advertising; Affect; Alcohols; Attention; Attitude; Autonomic nervous system; Behavior; Behavioral; Beverages; Brain; Color; Communities; Consummatory Behavior; Data; Decision Making; Enrollment; Event-Related Potentials; Exposure to; Face; Galvanic Skin Response; Goals; Group Affiliation; Heart Rate; Link; Manufacturer Name; Marketing; Measures; Methods; Neurocognitive; Outcome Measure; Participant; Perception; Peripheral; Preparation; Process; Product Packaging; Psychophysiology; Public Health; Relative (related person); Research; Risk; Risk-Taking; Shapes; Sports; State Interests; Sum; Testing; Universities; Work; adolescent alcohol; aged; alcohol advertising; alcohol consequences; alcohol cue; alcohol exposure; alcohol response; alcohol seeking behavior; approach behavior; college drinking; design; drinking; drinking behavior; motivational processes; programs; relating to nervous system; research study; response; selective attention; social group; underage drinker; underage drinking; university student

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.

描述（由申请人提供）：最近的数据表明，从2001年到2009年，美国青少年接触电视酒精广告的人数增加了71%（CAMY，2010）。虽然研究表明接触酒精广告和青少年饮酒之间存在关联（安德森等人，2009年），这种关系的因果关系尚未确定。这项工作的目的是调查一个潜在的因果机制，酒精广告和营销对青少年的酒精相关的态度和行为的影响。这里提出的过度假设是，酒精广告和营销努力影响基本的动机和注意力的过程与已知的联系，以接近和消费行为和相关的态度。我们认为，通过这些基本过程的变化，通过广告和营销暴露于酒精线索塑造酒精相关的态度，迫使酒精寻求和使用，并可能影响更普遍的冒险行为的倾向。这一一般假设将在三组实验中使用行为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侧重于18-20岁的大学入学青少年。 实验将集中在一个共同的酒精营销策略，可能是特别有效的针对大学生，被称为发展一个品牌社区，通过产品展示和大学体育广播中的广告位置，将酒精品牌与学生的大学联系起来。这一策略利用了一种群体内的归属动机，可以增强酒精品牌的激励意义，从而产生更强的接近和消费行为以及与酒精相关的态度。实验组A将测试在多大程度上，在组内附属酒精产品（与非附属酒精产品）差异参与动机 和注意力的过程。实验集B将扩展到一个更自然的设置，其中视频广告嵌入在电视节目操纵代表内组或中立的隶属关系的范例。实验集C将探讨酒精视频的后果引起的注意力和冒险行为的动机过程的变化。