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，其使用与短期和长期健康后果显著负相关。有很好的证据表明，酒精营销既影响到青少年，也影响了他们的饮酒行为。然而，尽管营销人员越来越多地转向这个新的媒体平台，但在评估通过互联网进行酒类营销的影响方面，几乎没有做过什么工作。这个职业奖项的目标是获得成功竞争R01所需的健康预防研究技能和试点数据，以检查互联网营销对青少年酒精使用的影响。该奖项的职业发展部分将为研究人员提供互联网酒类营销方面的专业知识，并提供评估此类暴露与青少年饮酒行为之间关系的技能。这项建议的指导研究部分是对职业发展计划的补充：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，以检查接触互联网酒类营销、营销接受度和青少年饮酒之间的关系。将采用横断面区域研究设计。研究的初始阶段将包括互联网内容分析、焦点小组和制定基于线索的网络调查和以儿科诊所为基础的招聘战略。在这项初步研究中，将从达特茅斯儿童医院的儿科门诊招募200名12-17岁的青少年。参与者将被引导到一项基于网络的调查，其中包括一项基于线索的回忆措施，在该调查中，通过要求青少年识别具有代表性的互联网广告图像来评估广告暴露。这项研究在开发和使用基于线索的回忆方法来评估酒精营销暴露和接受性方面具有创新性。该奖项将支持创新研究，以更好地了解互联网酒类营销的范围及其对青少年饮酒行为的影响。这项研究对于指导旨在防止酒精销售对青年的有害影响及其对问题饮酒发展的贡献的政策和干预措施至关重要。

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.