NATURAL EXPERIMENTS ON TV LIQUOR AD EFFECTS

电视酒类广告效果的自然实验

• 批准号: 2894197
• 负责人: LESLIE B SNYDER
• 金额: $ 44.48万
• 依托单位: UNIVERSITY OF CONNECTICUT STORRS
• 依托单位国家: 美国
• 财政年份: 1997
• 资助国家: 美国
• 起止时间: 1997-09-15 至 2002-08-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/2894197
• 关键词: adolescence (12-20); alcoholic beverage consumption; behavioral /social science; behavioral /social science research tag; clinical research; health behavior; health services research tag; information dissemination; longitudinal human study; substance abuse epidemiology; suggestion; television; young adult human (21-34)

DESCRIPTION: The proposed natural quasi-experiment takes advantage of an unique historical event, the introduction of spirit ads on television in the United States. This research application will study the effects that TV liquor ads have on teenagers and young adults. From the public health and policy perspectives, young people are potentially a vulnerable audience for TV liquor ads. The objectives of the proposed longitudinal research are to: (1) estimate the cumulative effects of TV liquor ad exposure on alcohol beliefs and use for individuals under the drinking age; (2) estimate the cumulative effects of TV liquor ads on young adults over 21; (3) determine the community and individual factors that moderate cumulative TV liquor ad effects; and (4) model the process by which individual exposure to a particular TV liquor campaign has an influence. Because televised liquor ads will appear only in select markets at first, investigators have an opportunity to conduct a natural experiment to test the impact of exposure to these ads on teenagers and young adults, ages 14-27. Both long-term effects over two years and the effects of exposure to a single campaign will be assessed. The study will compare individuals exposed to the advertising with those from comparison communities without any liquor advertisements and will track changes over time as individuals have more opportunities for exposure, repeated viewing, and cumulative effects.

描述：所提出的自然准实验利用了 独特的历史事件，在电视上引入精神广告 美国。 这项研究应用将研究电视的影响 酒类广告对青少年和年轻人有影响。 从公共卫生和 从政策角度来看，年轻人是潜在的弱势群体 电视酒类广告。 拟议纵向研究的目标是：（1）估计 电视酒类广告曝光对酒精信仰和使用的累积影响 对于未达到饮酒年龄的个人； (2) 估计累积效应 针对 21 岁以上年轻人的电视酒类广告； (3) 确定社区和 调节累积电视酒类广告效果的个体因素；和（4） 模拟个人接触特定电视酒的过程 活动有影响力。 由于电视酒类广告最初只会出现在选定的市场， 研究人员有机会进行自然实验来测试 接触这些广告对青少年和年轻人、年龄的影响 14-27。 两年以上的长期影响和接触的影响 将评估单个活动。 该研究将比较个体 与那些没有接触过比较社区的人接触过广告 任何酒类广告，并将跟踪个人随时间的变化 有更多的曝光、重复观看、累积的机会 影响。