Auden C. McClure|Mike Stoolmiller|Susanne E. Tanski|Rutger C. M. E. Engels|James D. Sargent
Alcohol Marketing Receptivity, Marketing?Specific Cognitions, and Underage Binge Drinking
Dartmouth College|Oregon Department of Education|University of Oregon|Dartmouth College|Radboud University Nijmegen|Dartmouth College
background exposure alcohol marketing prevalent associated initiation progression alcohol use underage youth mechanism influence well understood however study tests model proposes alcoholspecific cognitions mediators relation alcohol marketing problematic drinking among experimental underage drinkers methods study describes crosssectional analysis 1734 us 15 20yearold underage drinkers recruited national study media substance use subjects queried number alcohol marketing variables including tv time internet time favorite alcohol ad ownership alcoholbranded merchandise abm exposure alcohol brands movies relation exposures current 30day binge drinking assessed proposed mediators relation including marketingspecific cognitions drinker identity favorite brand drink favorable alcohol expectancies alcohol norms paths tested structural equation model controlled sociodemographics personality peer drinking results almost onethird sample ever drinkers engaged 30day binge drinking correlations mediators statistically significant range 016 047 significantly associated binge drinking statistically significant mediation found association abm ownership binge drinking drinker identity favorite brand drink also mediated path movie brand exposure binge drinking peer drinking sensation seeking associated binge drinking paths mediators conclusions associations alcohol marketing binge drinking mediated marketingspecific cognitions assess drinker identity brand allegiance cognitions marketers aim cultivate consumer