New Media Alcohol Marketing and Adolescent Drinking

新媒体酒类营销与青少年饮酒

基本信息

批准号：
8768431
负责人：
Auden McClure
金额：
$ 18.41万
依托单位：
DARTMOUTH COLLEGE
依托单位国家：
美国
项目类别：
财政年份：
2012
资助国家：
美国
起止时间：
2012-12-15 至 2015-11-30
项目状态：
已结题

来源：
https://reporter.nih.gov/project-details/8768431
关键词：
17 year old Address Adolescent Advertising Affect Alcohol abuse Alcohol consumption Alcoholic Beverages Alcohols Area Award Awareness Behavior Behavioral Model Behavioral Sciences Businesses Cellular Phone Cessation of life Childhood Clinic Clinical Cognition Complement Computerized Medical Record Cues Data Data Analyses Development Development Plans Electronics Exposure to Family Focus Groups Friends Funding Agency Goals Health Health Insurance Portability and Accountability Act Image Individual Industry Internet Intervention Laboratories Libraries Literacy Programs Longitudinal Studies Marketing Measures Mediating Medicine Mentors Mentorship Methods Modeling Morbidity - disease rate NIH Program Announcements National Institute on Alcohol Abuse and Alcoholism Online Systems Outcome Parents Participant Pattern Pediatric Hospitals Phase Pilot Projects Policies Prevention Research Protocols documentation Psychology Public Health Recruitment Activity Research Research Design Research Ethics Research Personnel Resources Risk Behaviors Risk Factors Sample Size Sampling Schools Survey Methodology Surveys Teenagers Telephone Testing Theoretical model United States Work Youth adolescent drug use aged alcohol advertising alcohol effect alcohol response base career career development cohort college consumer behavior drinking behavior heuristics innovation interest mortality novel pediatrician population based prevent response skills social networking website theories tool underage drinking waiver

项目摘要

DESCRIPTION (provided by applicant): Alcohol is the most commonly used drug by adolescents and its use is associated with significant negative short and long term health outcomes. There is good evidence that alcohol marketing is both reaching adolescents and influencing their drinking behaviors. However, little work has been done to assess the effect of alcohol marketing through the internet, despite that fact that marketers are increasingly turning to this new media platform. This goal of this career award is to gain the health prevention research skills and pilot data needed to successfully compete for an R01 to examine the impact of internet marketing on adolescent alcohol use. The career development component of this award will provide the researcher with expertise in internet alcohol marketing and the skills to assess how such exposures are associated with adolescent drinking behaviors. The mentored research component of this proposal complements the career development plan: in a pilot study, the scope and content of internet alcohol marketing will be assessed and survey and recruitment tools will be developed to examine associations between exposure to internet alcohol marketing, marketing receptivity and adolescent drinking. A cross-sectional regional study design will be employed. The initial phase of the study will include an internet content analysis, focus groups and the development of a cue-based web survey and pediatric clinic-based recruitment strategies. For the pilot study, 200 adolescents aged 12-17 years old will be identified and recruited from the Ambulatory Pediatric Clinical at Children's Hospital at Dartmouth. Participants will be directed to a web-based survey including a cue-based recall measure in which advertising exposure is assessed by asking teens to identify representative internet ad images. This study is innovative in its development and use of cue-based recall methods to assess alcohol marketing exposure and receptivity. This award will support innovative research to better understand the scope of internet alcohol marketing and its influence on adolescent drinking behavior. This research is essential in order to guide policy and interventions aimed at preventing harmful influences of alcohol marketing on youth and thier contribution to the development of problem drinking.

描述（由申请人提供）：酒精是青少年最常用的药物，其使用与短期和长期的健康不良后果相关。有充分的证据表明，酒类营销不仅影响了青少年，而且影响了他们的饮酒行为。然而，尽管营销人员越来越多地转向这一新媒体平台，但评估通过互联网进行酒类营销的效果的工作却很少。该职业奖的目标是获得成功竞争 R01 所需的健康预防研究技能和试点数据，以检查网络营销对青少年饮酒的影响。该奖项的职业发展部分将为研究人员提供互联网酒精营销方面的专业知识以及评估此类暴露与青少年饮酒行为之间关系的技能。该提案的指导研究部分补充了职业发展计划：在一项试点研究中，将评估互联网酒精营销的范围和内容，并将开发调查和招聘工具，以检查互联网酒精营销接触、营销接受度和青少年饮酒。将采用横断面区域研究设计。该研究的初始阶段将包括互联网内容分析、焦点小组以及基于线索的网络调查和基于儿科诊所的招募策略的开发。在这项试点研究中，将从达特茅斯儿童医院的流动儿科诊所挑选并招募 200 名 12 至 17 岁的青少年。参与者将被引导进行一项基于网络的调查，包括基于线索的回忆测量，其中通过要求青少年识别代表性的互联网广告图像来评估广告曝光度。这项研究的创新之处在于开发和使用基于线索的回忆方法来评估酒精营销的曝光度和接受度。该奖项将支持创新研究，以更好地了解互联网酒精营销的范围及其对青少年饮酒行为的影响。这项研究对于指导政策和干预措施至关重要，旨在防止酒精营销对青少年的有害影响以及他们对问题饮酒的发展的贡献。