酒精工业

OriginalarticleReceptivitytoAlcoholMarketingPredictsInitiationofAlcoholUseLisaHenriksen,Ph.D.*,EllenC.Feighery,R.N.,M.S.,NinaC.Schleicher,Ph.D.,andStephenP.Fortmann,M.D.StanfordPreventionResearchCenter,StanfordUniversitySchoolofMedicine,Stanford,CaliforniaManuscriptreceivedFebruary28,2007;manuscriptacceptedJuly2,2007AbstractPurpose:Thislongitudinalstudyexaminedtheinfluenceofalcoholadvertisingandpromotionsontheinitiationofalcoholuse.Ameasureofreceptivitytoalcoholmarketingwasdevelopedfromresearchabouttobaccomarketing.Recallandrecognitionofalcoholbrandnameswerealsoexamined.Methods:Datawereobtainedfromin-classsurveysofsixth,seventh,andeighthgradersatbaselineand12-monthfollow-up.Participantswhowereclassifiedasneverdrinkersatbaseline(n
1,080)comprisedtheanalysissample.Logisticregressionmodelsexaminedtheassoci-ationofadvertisingreceptivityatbaselinewithanyalcoholuseandcurrentdrinkingatfollow-up,adjustingformultipleriskfactors,includingpeeralcoholuse,schoolperformance,risktaking,anddemographics.Results:Atbaseline,29%ofneverdrinkerseitherownedorwantedtouseanalcoholbrandedpromotionalitem(highreceptivity),12%studentsnamedthebrandoftheirfavoritealcoholad(moderatereceptivity),and59%werenotreceptivetoalcoholmarketing.Approximately29%ofadolescentsreportedanyalcoholuseatfollow-up;13%reporteddrinkingatleast1or2daysinthepastmonth.Neverdrinkerswhoreportedhighreceptivitytoalcoholmarketingatbaselinewere77%morelikelytoinitiatedrinkingbyfollow-upthanthosewerenotreceptive.Smallerincreasesintheoddsofalcoholuseatfollow-upwereassociatedwithbetterrecallandrecognitionofalcoholbrandnamesatbaseline.Conclusions:Alcoholadvertisingandpromotionsareassociatedwiththeuptakeofdrinking.Preventionprogramsmayreduceadolescents’receptivitytoalcoholmarketingbylimitingtheirexposuretoalcoholadsandpromotionsandbyincreasingtheirskepticismaboutthesponsors’marketingtactics.©2008SocietyforAdolescentMedicine.Allrightsreserved.Keywords:Alcoholmarketing;Advertising;Promotionalitems;Drinking;AdolescentsBeforeadolescentsfinishtheeighthgrade,41%havetriedalcoholand20%havedrunktothepointofintoxica-tion[1].Approximately30%begindrinkingalcoholbeforeage13,andtheaverageageofinitiationisdeclining[2,3].Theearlyonsetofalcoholuseisassociatedwithotheradolescentproblembehaviors,suchaspooracademicper-formance[4],violenceandcriminalactivity[5],andunsafesexualactivity[6].Negativeconsequencesofearlydrinkingpersistintoadulthood.Comparedtoadultswhobegandrinkingatage21orolder,adolescentswhobegindrinkingbeforeage15are,asadults,significantlymorelikelytobecomealcoholdependent,tobeinvolvedinalcohol-relatedmotorvehicleaccidents,andtobeinvolvedinphysicalfights,orotherwiseinjuredafterdrinking[7].AccordingtotheInstituteofMedicine’sreportonun-deragedrinking,“theeffectofpervasivealcoholadvertisingandpromotionalactivityonadolescentdrinkingisonethemosthighlycontestedissuesinthealcoholpreventionfield”[8].Adolescentdrinkersrecognizeandrecallmorealcoholbrandnamesthanneverdrinkers[9],andevidenceabouttheroleofadvertisingexposureintheuptakeofdrinkingis*Addresscorrespondenceto:LisaHenriksen,Ph.D.,StanfordPreven-tionResearchCenter,211QuarryRoad,RoomN145,Stanford,CA94305-5705.E-mailaddress:[e-mail]alth42(2008)28–351054-139X/08/$–seefrontmatter©2008SocietyforAdolescentMedicine.Allrightsreserved.doi:10.1016/j.jadohealth.2007.07.005accumulating[10,11].Thecurrentstudyadaptedameasureofreceptivitytotobaccomarketingtotestwhetheradoles-cents’receptivitytoalcoholmarketingpredictsalcoholuse.Italsocomparedthepredictiveutilityofthisnewmeasurewithbrandrecognitionandrecall.MarketingreceptivityandsmokinginitiationTheideaofbeingreceptivetoanyformofmarketingsuggestsawillingnesstobeopenandresponsivetothesponsor’sideas,impressions,andsuggestions.Receptivitytotobaccomarketinghasbeendefinedasthedevelopmentofpositiveaffecttowardcigaretteadvertisingandpromo-tions[12],andismoreprevalentamongmalesthanfemalesandamongnon-Hispanicwhitesthanamongotherethnic/racialgroups[13].Comparedtoadolescentswhoweremin-imallyreceptive,thosewhonamedafavoritecigarettead(moderatereceptivity)were82%morelikelytoprogresstowardsmokingat3-yearfollow-up,andthosewhoownedorwerewillingtouseacigarettepromotionalitem(highreceptivity)werealmostthreetimesmorelikelytoprogresstowardsmoking[14].Onereasontoadaptameasureoftobaccomarketingreceptivitytostudyalcoholmarketingisthatthetobaccoandalcoholindustriesemploysimilarmarketingstrategies.Advertisingforalcoholandcigarettesassociatestheseprod-uctswithsimilarqualitiesandtraits—sexappeal,rebel-liousness,sophistication—thatadolescentsadmire[15,16].Brandedclothing,accessories,andotherpromotionalitemsofferopportunitiesto“tryon”theimageofadrinkerorsmoker[17,18].Eventsponsorshipsalsorepresentalcoholandcigarettebrandsaspartoftheentertainmentandsport-ingculturesofadolescence[19,20].Indeed,marketingstrat-egiesforalcoholandcigarettesshareatleastonecommonobjective—toincreasethelikelihoodofproducttrialamongneverusers.Similarprocessesalsogovernadolescents’adoptionofsmokinganddrinking.Advertisingandprom