Motivated Attention: Effects of Alcohol Advertising on Youth Drinking

动机性注意力：酒类广告对青少年饮酒的影响

• 批准号: 8720634
• 负责人: BRUCE D BARTHOLOW
• 金额: $ 40.1万
• 依托单位: UNIVERSITY OF MISSOURI-COLUMBIA
• 依托单位国家: 美国
• 财政年份: 2012
• 资助国家: 美国
• 起止时间: 2012-08-01 至 2016-07-31
• 项目状态: 已结题
• 来源: https://reporter.nih.gov/project-details/8720634
• 关键词: Address; Adolescent; Advertisements; Advertising; Affect; Alcohols; Attention; Attitude; Autonomic nervous system; Behavior; Behavioral; Beverages; Brain; Color; Communities; Consummatory Behavior; Data; Decision Making; Enrollment; Event-Related Potentials; Exposure to; Face; Galvanic Skin Response; Goals; Group Affiliation; Heart Rate; Link; Manufacturer Name; Marketing; Measures; Methods; Neurocognitive; Outcome Measure; Participant; Perception; Peripheral; Preparation; Process; Product Packaging; Psychophysiology; Public Health; Relative (related person); Research; Risk; Risk-Taking; Shapes; Sports; State Interests; Sum; Testing; Universities; Work; adolescent alcohol; aged; alcohol advertising; alcohol consequences; alcohol cue; alcohol exposure; alcohol response; alcohol seeking behavior; approach behavior; college drinking; design; drinking; drinking behavior; motivational processes; programs; relating to nervous system; research study; response; selective attention; social group; underage drinker; underage drinking; university student

DESCRIPTION (provided by applicant): Recent data indicate that exposure to televised alcohol advertising among U.S. adolescents increased 71% from 2001-2009 (CAMY, 2010). Although research suggests an association between exposure to alcohol advertising and youth drinking (Anderson et al., 2009), causal effects for such relations have yet to be identified. The proposed work aims to investigate a potential causal mechanism for the effects of alcohol advertising and marketing on adolescents' alcohol-related attitudes and behaviors. The over-arching hypothesis advanced here is that alcohol advertising and marketing efforts affect basic motivational and attentional processes with known links to approach and consummatory behavior and related attitudes. We propose that, through changes in these basic processes, exposure to alcohol cues through advertising and marketing shapes alcohol-related attitudes and compels alcohol-seeking and use, and could influence the propensity for risk-taking behavior more generally. This general hypothesis will be investigated using a combined behavioral and psychophysiological approach in three sets of experiments. All proposed experiments will focus on university-enrolled adolescents aged 18-20. Experiments will focus on a common alcohol marketing strategy that might be particularly effective at targeting college students, known as developing a brand community, by affiliating the brand of alcohol with students' university through product displays and placement of ads in university sports broadcasts. This strategy taps into an in-group affiliation motive that could enhance the motivational significance of alcohol brands, resulting in stronger approach and consummatory behavior and alcohol-related attitudes. Experiment Set A will test the extent to which in-group-affiliated alcohol products (vs. nonaffiliated alcohol products) differentially engage motivational and attentional processes in the brain. Experiment Set B will extend the paradigm to a more naturalistic setting in which video ads is embedded in televised programming manipulated to represent in-group or neutral affiliations. Experiment Set C will investigate the consequences of alcohol video advertisement-induced changes in attention and motivational processes for risk-taking behavior.

描述（由申请人提供）：最近的数据表明，美国青少年在2001 - 2009年间接触电视饮酒广告的71％（Camy，2010年）。尽管研究表明，接触酒精广告和青年饮酒之间存在联系（Anderson等，2009），但尚未确定这种关系的因果关系。拟议的工作旨在调查酒精广告和营销对青少年与酒精相关的态度和行为的影响的潜在因果机制。这里提出的统计假设是，酒精广告和营销工作会影响基本的动机和注意力过程，并具有与方法和完整行为以及相关态度的已知联系。我们建议，通过这些基本过程的变化，通过广告和营销来接触酒精提示，塑造与酒精有关的态度，并强迫寻求酒精的态度，并可能影响更广泛地冒险行为的倾向。将在三组实验中使用联合行为和心理生理学方法来研究这一普遍的假设。所有提出的实验将集中于18-20岁的大学入学青少年。 实验将集中在一种常见的酒精营销策略上，该策略通过将酒精的品牌与学生的大学通过产品展示和广告放置在大学体育广播中的产品展示和放置，这可能特别有效地针对大学生（称为开发品牌社区）。该策略利用了一个群体内部的隶属动机，可以增强酒精品牌的动机意义，从而实现更强大的方法和与酒精相关的态度。实验设置A将测试小组内育酒精产品（与非附属酒精产品）的程度不同 和大脑的注意过程。实验集B将将范式扩展到更自然的环境，在该环境中，视频广告被嵌入电视节目中，以代表组内或中性隶属关系。实验集C将调查酒精视频广告引起的注意力变化和冒险行为的动机过程的后果。