a Department of Health Science , Johnson & Wales University , Providence , RI , USA.
b Department of Community Health Sciences , Boston University School of Public Health , Boston , MA , USA.
Subst Use Misuse. 2019;54(6):986-997. doi: 10.1080/10826084.2018.1555258. Epub 2019 Jan 16.
The alcohol industry recognizes children and pregnant women as population sub-groups vulnerable to the effects of alcohol marketing. Research indicates that heavy alcohol users are also potentially vulnerable to alcohol marketing. The purpose of the current study is to determine if sub-groups defined by psychological characteristics should be classified as potentially vulnerable as well.
College students (n = 326) from two northeast schools were recruited to complete a survey containing questions on demographics, alcohol use, and psychological characteristics (alcohol expectancies, alcohol dependence, sensation seeking traits, and past delinquent behaviors). Additionally, after viewing each of five alcohol ads (4 television and 1 magazine), participants answered questions about their perceptions of alcohol consumption, responsible drinking, excessive drinking, and appeal of the ads. Main effects were assessed using hierarchical linear modeling, with adjustment for age, sex, race, ethnicity, and AUDIT score.
Alcohol expectancies (p < .001), particularly the social and physical pleasure and social expressiveness sub-scales, and sensation seeking traits (p = .002) were positively associated with alcohol ad appeal. Alcohol dependence symptoms, specifically impaired control and tolerance, were positively associated with perceptions of responsible drinking (p = .035), even though mean perceived number of drinks consumed met the definition of binge drinking.
Individuals with positive alcohol expectancies, sensation seeking traits, and alcohol dependence may be vulnerable to alcohol advertising and marketing. Because alcohol advertising often contains content that can serve as a cue or reinforce to drink, specific regulations may be needed to prevent alcohol-related harm from occurring in these sub-populations.
酒精行业将儿童和孕妇视为易受酒精营销影响的人群亚组。研究表明，大量饮酒者也可能容易受到酒精营销的影响。本研究的目的是确定是否也应将根据心理特征定义的亚组归类为潜在易受影响的群体。
从两所东北学校招募了 326 名大学生，让他们完成一份包含人口统计学、饮酒和心理特征（酒精期望、酒精依赖、感觉寻求特征和过去的犯罪行为）问题的调查。此外，在观看了五个酒精广告（4 个电视广告和 1 个杂志广告）后，参与者回答了关于他们对饮酒、负责任饮酒、过量饮酒和广告吸引力的看法的问题。使用分层线性建模评估主要影响，同时调整年龄、性别、种族、民族和 AUDIT 评分。
酒精期望（p<0.001），特别是社会和身体愉悦以及社会表达子量表，以及感觉寻求特征（p=0.002）与酒精广告吸引力呈正相关。酒精依赖症状，特别是控制和耐受受损，与负责任饮酒的看法呈正相关（p=0.035），尽管平均感知饮酒量符合 binge drinking 的定义。
具有积极的酒精期望、感觉寻求特征和酒精依赖的个体可能容易受到酒精广告和营销的影响。由于酒精广告通常包含可以作为饮酒提示或强化的内容，可能需要特定的法规来防止这些亚群体发生与酒精相关的伤害。
