Beer advertisements and adolescent drinking knowledge, expectancies, and behavior

Area of Science:

• Public Health
• Advertising Research
• Adolescent Psychology

Background:

• Alcohol advertising is pervasive, raising concerns about its impact on young people.
• Previous research may have underestimated the influence of advertising on adolescent drinking behaviors.

Purpose of the Study:

• To assess the relationship between beer advertising expenditure and youth brand awareness, preferences, and drinking.
• To explore the effects of alcohol advertising on adolescent expectancies and behavior using multiple methods.

Main Methods:

• A mixed-methods approach combining psychological and advertising research techniques.
• Survey of 1588 adolescents in grades 7-12 across two U.S. states.

Main Results:

• Significant positive correlations (r > 0.65) were found between beer advertising expenditure and adolescent brand awareness, preference, use, and loyalty.
• Advertising variables independently predicted adolescents' intention to drink and actual consumption, irrespective of parental and peer influences.

Conclusions:

• Overall advertising expenditure is a strong predictor of adolescent brand awareness, preferences, use, and loyalty.
• Advertising significantly influences both current underage drinking and future intentions to drink.
• The study highlights a potentially underestimated link between alcohol advertising and adolescent drinking behavior.