Ross Craig S, Ostroff Joshua, Naimi Timothy S, DeJong William, Siegel Michael B, Jernigan David H
Fiorente Media, Inc., Boston, Massachusetts.
Fiorente Media, Inc., Boston, Massachusetts.
J Adolesc Health. 2015 May;56(5):564-70. doi: 10.1016/j.jadohealth.2015.01.018.
The purpose of this study was to identify reasons why youth choose to drink specific brands of alcohol and to determine if these reasons are associated with problem drinking patterns and outcomes.
We conducted an Internet survey of 1,031 youth aged 13-20 years who reported drinking within the past 30 days. Of these, 541 youth who reported having a choice of multiple brands of alcohol the last time they drank stated (yes/no) whether each of 16 different reasons had influenced their choice of a specific brand. We reduced these 16 reasons to three principal components and used latent class modeling to identify five groups of youth with similar reasons for selecting a brand, which we then profiled.
We grouped respondents into the following brand selection groups: "Brand Ambassadors" who were distinguished from other clusters by selecting a brand because they identified with it (32.5% of respondents), "Tasters" who selected a brand because they expected it to taste good (27.2%), "Bargain Hunters" who selected a brand because it was inexpensive (18.5%), "Copycats" who selected a brand because they had seen adults drinking it or seen it consumed in movies or other media (10.4%), and "Others" (11.5%). Brand ambassadors and copycats reported the largest amount of alcohol consumed and had the greatest prevalence of both heavy episodic drinking and negative alcohol-related health consequences.
Underage drinkers who cite marketing influences and adult or media modeling of brand choices as their reasons for selecting alcohol brands are likely to drink more and incur adverse consequences from drinking.
本研究旨在确定青少年选择饮用特定品牌酒精饮料的原因，并判断这些原因是否与问题饮酒模式及后果相关。
我们对1031名年龄在13至20岁之间、报告在过去30天内饮酒的青少年进行了一项网络调查。其中，541名报告上次饮酒时有多种品牌可供选择的青少年，针对16种不同原因中的每一种是否影响了他们对特定品牌的选择进行了（是/否）回答。我们将这16个原因归纳为三个主要成分，并使用潜在类别模型识别出五组选择品牌原因相似的青少年，然后对其进行了描述。
我们将受访者分为以下品牌选择组：“品牌大使”，他们因认同某个品牌而选择该品牌，这使他们与其他组有所区别（占受访者的32.5%）；“品鉴者”，他们选择某个品牌是因为期望其口感好（27.2%）；“ bargain hunter”，他们选择某个品牌是因为其价格便宜（18.5%）；“模仿者”，他们选择某个品牌是因为看到成年人饮用或在电影或其他媒体中看到过该品牌被消费（10.4%）；以及“其他”（11.5%）。品牌大使和模仿者报告的饮酒量最大，重度饮酒发作和与酒精相关的负面健康后果的患病率也最高。
将品牌选择的营销影响以及成人或媒体的示范作为选择酒精品牌原因的未成年饮酒者，可能饮酒更多并因饮酒而产生不良后果。
