酒精使用障碍患者寻求治疗时的酒精营销影响：一项混合方法研究方案。
Impact of alcohol marketing on drinkers with Alcohol use disorders seeking treatment: a mixed-method study protocol.
机构信息
Addictive disorders Unit, CHU Brest, Brest, France.
EA 7479 SPURBO, University of Brest, Brest, France.
出版信息
BMC Public Health. 2020 Apr 7;20(1):467. doi: 10.1186/s12889-020-08543-6.
BACKGROUND
The marketing of alcohol influences patterns of alcohol consumption. Existing studies have focused, for the most part, on adolescents and the links between exposure to marketing and alcohol initiation. In France, the Evin law, a French exception, was set up in 1991 with the aim of regulating this exposure to marketing, but since 2009 it has been severely compromised. Alcohol consumption causes severe damage, which may be seenfrom 1 standard unit per day and mostly among adults who are regular users of alcohol. In this at-risk population, studies analysing the impact of marketing are sparse. The specific objectives include (i) the evaluation of the perception of alcohol marketing by patients with an AUD (ii) gaining understanding of the links between alcohol marketing and patients with AUD behaviours (iii) the development of alcohol demarketing strategy in patients receiving AUD coaching.
METHODS
Our main objective isto evaluate the impact of marketing on a population with an AUD. The methodology was in 4 steps: step 1 is a pre-test (N = 100) selecting type of alcohol consumed and type of marketing stimuli identified by patients aged 18 + with an AUD. Step 2 is a qualitative study (N = 20), with in-depth interview, to understand links between alcohol marketing and patients with AUD behaviours. Step 3 is a quantitative study(N = 600) to confirm these links and the impact of alcohol marketing on patients with AUD behaviours. Step 4 is an interventional step, including and testing the impact of demarketing intervention on patients with AUD while using the results of the three first steps (N = 120).
DISCUSSION
This study will contribute to a better definition of the impact of alcohol marketing on patients with AUD and will enable identification of the determinants of this impact. These data will inform the development of interventions that take into account demarketingstrategies on patients under AUD management.
TRIAL REGISTRATION
The Trial registrationregistration number is NCT03876132, and it was registered on the 15th march 2019.
背景
酒精营销影响着酒精消费模式。现有研究主要集中在青少年身上，以及接触营销与酒精初用之间的联系。在法国，1991 年制定了埃文法案，这是法国的一项例外，旨在规范这种营销接触，但自 2009 年以来，该法案受到了严重损害。酒精消费会造成严重损害，从每天 1 个标准单位就可以看出，主要发生在经常饮酒的成年人中。在这一高危人群中，分析营销影响的研究很少。具体目标包括：（一）评估酒精依赖患者对酒精营销的看法；（二）了解酒精营销与酒精依赖患者行为之间的联系；（三）在接受酒精依赖辅导的患者中制定反酒精营销战略。
方法
我们的主要目标是评估营销对酒精依赖患者人群的影响。该方法分为 4 个步骤：步骤 1 是预测试（N=100），选择 18 岁以上酒精依赖患者所消费的酒精类型和识别出的营销刺激类型。步骤 2 是一项定性研究（N=20），采用深入访谈，了解酒精营销与酒精依赖患者行为之间的联系。步骤 3 是一项定量研究（N=600），以确认这些联系以及酒精营销对酒精依赖患者行为的影响。步骤 4 是一个干预步骤，包括测试反营销干预对使用 AUD 患者的影响，并利用前三个步骤的结果（N=120）。
讨论
这项研究将有助于更好地定义酒精营销对酒精依赖患者的影响，并确定这种影响的决定因素。这些数据将为制定考虑到 AUD 管理患者的反营销战略的干预措施提供信息。
试验注册
试验注册编号为 NCT03876132，于 2019 年 3 月 15 日注册。
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