van Hoof Joris, van Noordenburg Marieke, de Jong Menno
Institute for Behavioral Research, University of Twente, Enschede, The Netherlands.
J Public Health Policy. 2008 Sep;29(3):340-52. doi: 10.1057/jphp.2008.2.
Adolescents' alcohol-related attitudes and behaviors may be affected by marketing efforts of the alcohol industry, retailers, and the catering industry. Most research has focused on the effects of commercials and media exposure. This article investigates another aspect of alcohol marketing in the Netherlands: the use of alcohol discounts by cafés. The prevalence of alcohol discounts was studied using unobtrusive café observations and website content analysis. It is estimated that 39% of the cafés offer some kind of cash discount for alcoholic beverages. The effects of alcohol discounts were investigated in a survey among adolescents (14-17 years old, N=409). Adolescents reported using alcohol discounts eight times a year, and consuming more alcohol when discounts were offered. Alcohol discounts, however, do not attract adolescents to visit particular cafés and/or to spend more money when going out. No differences were found between minors (16-17 years) and underage adolescents (14-15 years).
青少年与酒精相关的态度和行为可能会受到酒精行业、零售商和餐饮行业营销活动的影响。大多数研究都集中在广告和媒体曝光的影响上。本文调查了荷兰酒精营销的另一个方面：咖啡馆提供酒精饮料折扣的情况。通过对咖啡馆进行不显眼的观察以及对网站内容进行分析，研究了酒精饮料折扣的普及程度。据估计，39%的咖啡馆会为酒精饮料提供某种现金折扣。在一项针对青少年（14至17岁，N = 409）的调查中，研究了酒精饮料折扣的影响。青少年报告称每年使用酒精饮料折扣八次，并且在有折扣时会饮用更多酒精饮料。然而，酒精饮料折扣并不会吸引青少年去光顾特定的咖啡馆和/或外出时花费更多的钱。在未成年人（16至17岁）和未到法定年龄的青少年（14至15岁）之间未发现差异。
