Alcohol Brand Research Among Underage Drinkers

未成年饮酒者的酒精品牌研究

• 批准号: 8087197
• 负责人: David Jernigan
• 金额: $ 67.65万
• 依托单位: JOHNS HOPKINS UNIVERSITY
• 依托单位国家: 美国
• 财政年份: 2011
• 资助国家: 美国
• 起止时间: 2011-09-20 至 2015-06-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8087197
• 关键词: Adolescent; Advertising; Age; Alcohol consumption; Alcohols; Camels; Cigarette; Collection; Consumption; Data; Data Analyses; Development; Expenditure; Family; Foundations; Glare; Grant; Industry; Institute of Medicine (U.S.); Internet; Intervention; Journals; Life; Light; Link; Literature; Market Research; Marketing; Monitor; National Institute on Alcohol Abuse and Alcoholism; Pattern; Pilot Projects; Play; Policies; Price; Public Health; Recruitment Activity; Regulation; Research; Research Design; Research Personnel; Risk Factors; Role; Sampling; Surveys; Techniques; Television; Testing; Time; Tobacco; Youth; adolescent alcohol; alcohol advertising; alcohol effect; alcohol epidemiology; alcohol exposure; alcohol research; base; cigarette advertising; drinking; drinking behavior; effective intervention; improved; novel; peer; preference; prevent; twelfth grade; underage drinker; underage drinking

DESCRIPTION (provided by applicant): The aim of this study is to advance our understanding of the potential role of alcohol marketing on youth alcohol use by investigating the relationship between brand-specific alcohol advertising exposure and brand- specific alcohol consumption among underage youth. Although marketing is one potentially important contributor to youth drinking, existing studies on the effect of alcohol marketing on youth alcohol consumption have been inconsistent. One possible reason for the inconsistency in the existing literature is that virtually all previous studies examining the link between alcohol advertising and alcohol consumption have investigated patterns of total alcohol advertising and consumption even though alcohol is advertised and consumed at the brand-level. The Institute of Medicine noted this serious flaw in the existing literature and recommended the collection of alcohol brand preference data from underage drinkers. To date, however, there are no available national data on youth alcohol brand use. This proposed study aims to fill this glaring deficiency in our understanding of youth drinking behavior by conducting the first national survey devoted to collecting youth alcohol brand preferences. Specifically, this proposal will combine youth-specific brand consumption data with state-of the-art alcohol advertising exposure data to provide the first comprehensive assessment of the relationship between brand-specific alcohol advertising and youth alcohol consumption. The specific aims of the project are: (1) to determine alcohol brand preference and brand-specific consumption patterns of underage youth (ages 13-20) among a nationally representative sample of underage youth; (2) to determine the brand-specific exposure of underage youth to alcohol advertising in magazines and on television; and (3) to determine the relationship between brand-specific alcohol advertising exposure and brand-specific alcohol consumption among youth. The proposed research will consist of three projects that correspond to each of the three specific aims. Project 1 consists of the first nationally-representative survey of brand-specific alcohol consumption among underage youth, which will be conducted using a new survey instrument administered to a national, pre-recruited youth internet panel. Project 2 involves the collection and analysis of data on brand- specific alcohol advertising in magazines and on television for the five-year period 2007-2011 to derive, for the first time, estimates of underage youth exposure to alcohol advertising in these media for each alcohol brand. Project 3 involves the combination of the data compiled in Projects #1 and #2 to investigate the relationship between the volume of advertising for different alcohol brands and the amount of consumption of these brands among underage youth. This research will have important implications for alcohol research, policy, and practice as it will help the NIAAA to initiate a new line of alcohol brand research and will help to inform the development of more effective interventions to prevent youth alcohol use and its terrible consequences. PUBLIC HEALTH RELEVANCE: This project is important to the public's health because it explores the role that alcohol advertising may play in influencing youth alcohol use. This research will help to inform the development of more effective policies to monitor the potential role of alcohol advertising on youth drinking and to prevent or reduce youth alcohol use and its terrible consequences.

描述（由申请人提供）：这项研究的目的是通过调查未成年青年中特定品牌特定的酒精广告和特定品牌的酒精消费之间的关系来促进我们对酒精营销对青少年饮酒的潜在作用的理解。尽管营销是青年饮酒的潜在重要因素，但现有关于酒精营销对青年饮酒影响的研究并不一致。现有文献中存在不一致的一个可能原因是，几乎所有以前的研究都研究了酒精广告与饮酒之间的联系，即使在品牌水平上宣传和消费酒精，也研究了总酒精广告和消费的模式。医学研究所指出了现有文献中的这一严重缺陷，并建议收集未成年人饮酒者的酒精品牌偏好数据。但是，迄今为止，还没有有关青年酒精品牌使用的国家数据。这项拟议的研究旨在通过进行第一次致力于收集青年酒精品牌偏好的全国调查来填补我们对青年饮酒行为的理解。具体而言，该提案将将特定于青年的品牌消费数据与最先进的酒精广告曝光数据相结合，以对特定品牌特定的酒精广告与青少年酒精消费之间的关系进行首次全面评估。该项目的具体目的是：（1）确定未成年青年未成年青年（13-20岁）的酒精品牌偏好和特定品牌的消费模式； （2）确定未成年青年在杂志和电视上的酒精广告中的品牌特定曝光； （3）确定年轻人中特定品牌的酒精广告曝光与品牌特定的酒精消费之间的关系。拟议的研究将由与三个特定目标相对应的三个项目组成。项目1包括对未成年青年品牌特定饮酒的首次代表性调查，该调查将使用针对国家预先招募的青年互联网小组管理的新调查工具进行。项目2涉及在杂志和2007 - 2011年五年期间在电视上收集和分析有关品牌特定酒精广告的数据，以估计每个酒精品牌中未成年青年在这些媒体上接触酒精广告的估计。项目3涉及项目＃1和2中编制的数据的组合，以调查不同酒精品牌的广告量与未成年青年中这些品牌的消费量之间的关系。这项研究将对酒精研究，政策和实践产生重要影响，因为这将有助于NIAAA发起新的酒精品牌研究，并有助于告知开发更有效的干预措施，以防止青年饮酒及其可怕的后果。 公共卫生相关性：该项目对公众的健康很重要，因为它探讨了酒精广告在影响青年饮酒中的作用。这项研究将有助于告知制定更有效的政策，以监控酒精广告在青年饮酒中的潜在作用，以预防或减少青年饮酒及其可怕的后果。