Alcohol Marketing and Underage Drinking

描述（由申请人提供）：这份R01申请是为了回应PA-11-015，酒精营销和青少年饮酒，其目的是回答是否存在“接触酒精营销和青少年饮酒态度/行为之间的直接因果关系”。该应用程序支持由流行病学家、神经科学家和心理学家组成的多学科团队，他们将迅速积累重要因果关系先决条件的证据：a)内容分析将确定当代酒类广告中包含的主题是否会对青少年产生显著影响并促进有害饮酒（理论合理性），b)功能磁共振成像实验将评估酒精广告是否会影响与营销效果一致的大脑模式（生物学合理性），c)基于人口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、独立性和特异性的因果结构（流行病学合理性），以及d)这种关联是否通过营销特异性认知介导（心理学合理性）。该提案围绕着一个创新的启发式模型，即酒精营销暴露与实验饮酒者中有害/有害饮酒之间的关系是通过营销特定认知-饮酒者身份和使用尖端分析测试最喜欢的酒精品牌来中介的。内容分析包括对两年来全国播出的700多条酒精广告进行主题和图像评估，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。提议的脑成像研究检查了未成年大学生动态观看酒精品牌广告时线索反应的神经相关性。在观看广告的反应中，预期奖励活动和与饮酒相关的运动规划回路的激活，反应水平应该预测未来的饮酒行为。与我们提出的最喜欢的饮料品牌作为关键中介认知的营销效应模型一致，在最喜欢的与其他酒精品牌广告相关的大脑区域中，与自我相关的活动是预期的，这证明大脑在自我背景下处理最喜欢的品牌。拟议的基于人群的研究建立在arra资助的研究基础上，该研究于2010年从美国各地招募了3342名年龄在15至23岁之间的受试者。在这个队列中，我们采用了一种创新的基于线索的酒精营销暴露评估，包括娱乐媒体（电视节目、电影和音乐）、电视广告和互联网，其中青少年对从当代媒体的大量样本中随机抽取的图像做出反应。我们的初步研究结果表明，对酒精广告的暗示反应与酗酒和预期的调解途径之间存在关联。在第5年将对已发表的文献进行全面的回顾。综上所述，拟议的研究使我们能够迅速推动科学向前发展，并在我们对酒精营销与饮酒行为之间是否存在因果关系的理解方面取得重大进展。

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.