Alcohol Marketing and Underage Drinking

酒类营销和未成年人饮酒

• 批准号: 9186468
• 负责人: JAMES D. SARGENT
• 金额: $ 55.4万
• 依托单位: DARTMOUTH COLLEGE
• 依托单位国家: 美国
• 财政年份: 2012
• 资助国家: 美国
• 起止时间: 2012-12-15 至 2018-11-30
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/9186468
• 关键词: Adolescent; Adolescent Behavior; Adoption; Advertisements; Advertising; Affect; Alcohol consumption; Alcohols; Attitude; Baseline Surveys; Behavior; Behavioral; Biological; Brain; Brain imaging; Brain region; Characteristics; Cognition; Cues; Development; Dose; Epidemiologist; Epidemiology; Etiology; Expectancy; Exposure to; Fostering; Functional Magnetic Resonance Imaging; Funding; Future; Image; Imagery; Internet; Libraries; Link; Literature; Marketing; Mediating; Mediation; Methods; Modeling; Motor; Music; Neurosciences Research; Outcome; Patient Self-Report; Pattern; Policies; Population Research; Positioning Attribute; Psychologist; Public Health; Public Policy; Publishing; Recruitment Activity; Reporting; Research; Research Design; Research Personnel; Rewards; Risk Factors; Sampling; Science; Specificity; Surveys; Television; Testing; Time; United States; Weight; Youth; adolescent alcohol; age group; aged; alcohol advertising; alcohol expectancy; alcohol exposure; alcohol response; base; binge drinking; cohort; cue reactivity; drinking; drinking behavior; epidemiology study; evidence base; experimental study; fast food; hazardous drinking; heuristics; imaging study; innovation; insight; movie; multidisciplinary; neural correlate; population based; programs; psychologic; public health relevance; relating to nervous system; response; underage drinker; underage drinking; undergraduate student; young adult

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.

描述（由申请人提供）：此R01申请是针对PA-11-015，酒精营销和青年饮酒而编写的，该申请旨在回答“暴露于酒精营销与酒精营销之间的直接因果关系，而青年人之间的行为之间存在直接关系”。 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 （生物学合理性），c）基于人群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，评估力量的因果关系，剂量反应，独立性和特殊性（流行病学合理性）和D）是否是通过营销特定的认知（心理学上的）来调解该关联的。该提案围绕着一种创新的启发式模型，即在实验性饮酒者中酒精营销与危险/有害饮酒之间的关联是通过特定于营销的认知 - 饮酒者身份来介导的，并使用切割边缘分析对酒精进行品牌测试。内容分析涉及对全国700多个酒精广告在两年期间进行电视转播的主题评估，该广告也构成了神经科学和流行病学研究中提出的提示的基础。拟议的大脑成像研究研究了未成年人本科生中酒精品牌广告的提示反应性的神经相关性。奖励活动和与饮酒相关的运动规划电路的激活有望响应观看广告，而响应水平应预测未来的饮酒行为。与我们的营销效果模型一致，建议将最喜欢的品牌饮用作为关键的介导认知，在与自我相关的大脑区域中，人们期望大脑在自我背景下大脑正在处理最喜欢的品牌。拟议中的基于人群的研究以ARRA资助的研究为基础，该研究于2010年从美国各地招募了3342名受试者。在这个同龄人中，我们采用了基于创新的提示评估跨娱乐媒体（电视节目，电影和音乐），在电视和互联网上进行广告的媒体媒体的媒体，对媒体进行了广泛响应的媒体，对酒精营销的跨越了众多的媒体，以绘制大量的媒体。我们的最初发现表明，对酒精广告的提示反应与暴饮暴食与预期的调解路径之间存在关联。对已发表文献的全面审查将在第5年进行。综上所述，拟议的研究使我们能够迅速推动科学前进，并在我们了解酒精营销和饮酒行为之间的关系是否是因果关系方面取得了重大进步。