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“酒精营销和青少年饮酒”而编写的，旨在回答“接触酒精营销与青少年饮酒态度/行为之间是否存在直接因果关系”青年。”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对青少年来说很突出并宣扬危险饮酒（理论上）合理性），b）功能磁共振成像实验将评估酒精广告暴露是否会影响与营销效果一致的大脑模式（生物学合理性），c）基于人群的调查研究将评估酒精营销之间是否存在关联和青少年行为，评估强度、剂量反应、独立性和特异性（流行病学合理性）的因果结构，以及 d）这种关联是否是通过营销特定认知来调节的（心理合理性）。该提案围绕一个创新的启发式模型，即酒精营销暴露与实验饮酒者危险/有害饮酒之间的关联是通过营销特定的认知——饮酒者身份以及使用尖端分析测试最喜欢的酒精品牌来调节的。内容分析涉及对两年内全国电视播放的 700 多个酒类广告进行主题和基于图像的评估，这些广告也构成了神经科学和流行病学研究中提供线索的基础。拟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的提示反应的神经相关性。预期会响应观看广告而奖励活动和与饮酒相关的运动规划电路的激活，并且响应水平应预测未来的饮酒行为。与我们的营销效应模型一致，建议将最喜欢的饮料品牌作为关键的中介认知，与自我相关性相关的大脑区域的活动预计会在最喜欢的与其他酒精品牌的广告中进行——证据表明大脑正在处理最喜欢的品牌自己。拟议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 15 至 23 岁的受试者。在这个队列中，我们采用了一种创新的基于线索的娱乐媒体（电视）酒类营销曝光评估。节目、电影和音乐）、电视和互联网上的广告，青少年对从大量当代媒体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，对酒类广告的提示反应和酗酒与预期的中介路径之间存在关联。第五年将对已发表的文献进行全面审查。总之，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。