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Beer advertisements and adolescent drinking knowledge, expectancies, and behavior.

Douglas A Gentile1, Brooke J Arterberry1, Patrick K Bender2

  • 1Department of Psychology, Iowa State University, 112 Lagomarcino Hall, Ames, IA 50011, USA.

Addictive Behaviors Reports
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PubMed
Summary
This summary is machine-generated.

Higher beer advertising spending is strongly linked to increased youth brand awareness, preferences, and drinking behaviors. This suggests advertising significantly influences adolescent alcohol consumption and intentions.

Keywords:
Adolescence and advertising exposureAdolescent alcohol useAdvertising and alcoholBrand receptivity and alcohol

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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.