Institute for Social Marketing, Division of Marketing, University of Stirling, Stirlingshire, UK.
Alcohol Alcohol. 2010 Sep-Oct;45(5):470-80. doi: 10.1093/alcalc/agq047. Epub 2010 Aug 25.
To examine whether awareness of, and involvement with alcohol marketing at age 13 is predictive of initiation of drinking, frequency of drinking and units of alcohol consumed at age 15.
A two-stage cohort study, involving a questionnaire survey, combining interview and self-completion, was administered in respondents' homes. Respondents were drawn from secondary schools in three adjoining local authority areas in the West of Scotland, UK. From a baseline sample of 920 teenagers (aged 12-14, mean age 13), in 2006, a cohort of 552 was followed up 2 years later (aged 14-16, mean age 15). Data were gathered on multiple forms of alcohol marketing and measures of drinking initiation, frequency and consumption.
At follow-up, logistic regression demonstrated that, after controlling for confounding variables, involvement with alcohol marketing at baseline was predictive of both uptake of drinking and increased frequency of drinking. Awareness of marketing at baseline was also associated with an increased frequency of drinking at follow-up.
Our findings demonstrate an association between involvement with, and awareness of, alcohol marketing and drinking uptake or increased drinking frequency, and we consider whether the current regulatory environment affords youth sufficient protection from alcohol marketing.
研究 13 岁时对酒精营销的认知和参与是否能预测 15 岁时开始饮酒、饮酒频率和饮酒量。
本研究采用两阶段队列研究，包括在受访者家中进行的问卷调查、结合访谈和自我完成的调查。受访者来自英国苏格兰西部三个毗邻地方当局区的中学。在 2006 年对基线样本 920 名青少年（年龄 12-14 岁，平均年龄 13 岁）进行调查后，两年后（年龄 14-16 岁，平均年龄 15 岁）对其中的 552 名青少年进行了随访。调查收集了多种形式的酒精营销数据和饮酒起始、频率和消费的衡量指标。
在随访中，逻辑回归表明，在控制混杂变量后，基线时的酒精营销参与度和对营销的认知度均能预测开始饮酒和饮酒频率的增加。基线时对营销的认知也与随访时饮酒频率的增加有关。
我们的研究结果表明，青少年对酒精营销的参与度和认知度与饮酒的开始或饮酒频率的增加之间存在关联，我们还考虑了当前的监管环境是否为青少年提供了足够的酒精营销保护。
