Rossheim Matthew E, Peterson Matthew S, Livingston M Doug, Dunlap Phenesse, Trangenstein Pamela J, Tran Katherine, Emechebe Ogechi C, McDonald Kayla K, Treffers Ryan D, Jernigan David H, Thombs Dennis L
Department of Health Behavior and Health Systems, University of North Texas Health Science Center School of Public Health, Fort Worth, TX, USA.
Department of Psychology, George Mason University, Fairfax, VA, USA.
Am J Drug Alcohol Abuse. 2022 Nov 2;48(6):734-744. doi: 10.1080/00952990.2022.2129062. Epub 2022 Oct 7.
Advertising of traditional alcopops contains elements that appeal to youth, especially females. Supersized alcopops are marketed differently than traditional alcopops and contain up to 5.5 standard alcoholic drinks. Young females are more likely to underestimate the alcohol content of supersized alcopops, putting them at higher risk of overconsumption. Similar to supersized alcopops, beer is packaged in large cans and in the same areas of store shelves. This study examined among young people whether supersized alcopops versus beer products disproportionately appealed to females. Eleven adolescents (13-17 years old) and 72 college students (21-26 years old) were recruited during 2019-2020. Participants viewed 19 photos of convenience store display cases containing both supersized alcopop and beer products. While viewing each image, participants were instructed to click on the beverage that looked the "coolest" (i.e. most appealing). Eye-tracking hardware and software measured the amount of time participants visually fixated on each product. Participants completed a survey to record demographic characteristics. Compared to males (n=25), females (n=58) fixated on supersized alcopops for 6.8 seconds longer (95%CI 0.3,13.3). Females also had 3.7 times the odds of selecting a supersized alcopop as the product they found most appealing compared to males (95%CI 1.68,8.01), adjusting for amount of time visually fixating on supersized alcopops, which was also a significant predictor. Young females' strong preference for supersized alcopops is concerning given they disproportionately underestimate their potency, relative to males, and are more likely to obtain dangerously high BAC levels from consuming one or two supersized alcopops.
传统预调酒精饮料的广告包含吸引年轻人尤其是女性的元素。超大容量预调酒精饮料的营销方式与传统预调酒精饮料不同，其酒精含量相当于多达5.5个标准酒精饮品。年轻女性更有可能低估超大容量预调酒精饮料的酒精含量，这使她们面临更高的过量饮用风险。与超大容量预调酒精饮料类似，啤酒也采用大罐装，且摆放在商店货架的相同区域。本研究调查了在年轻人中，超大容量预调酒精饮料与啤酒产品对女性的吸引力是否不成比例。在2019年至2020年期间招募了11名青少年（13 - 17岁）和72名大学生（21 - 26岁）。参与者观看了19张便利店展示柜的照片，其中既包含超大容量预调酒精饮料也包含啤酒产品。在观看每张图片时，参与者被要求点击看起来“最酷”（即最具吸引力）的饮料。眼动追踪硬件和软件测量了参与者注视每种产品的时间。参与者完成了一项调查以记录人口统计学特征。与男性（n = 25）相比，女性（n = 58）注视超大容量预调酒精饮料的时间长6.8秒（95%置信区间0.3, 13.3）。与男性相比，女性选择超大容量预调酒精饮料作为最具吸引力产品的几率是男性的3.7倍（95%置信区间1.68, 8.01），在调整了注视超大容量预调酒精饮料的时间后，该时间也是一个显著的预测因素。考虑到年轻女性相对于男性更有可能低估超大容量预调酒精饮料的酒劲，并且更有可能因饮用一或两瓶超大容量预调酒精饮料而达到危险的高血液酒精浓度水平，她们对超大容量预调酒精饮料的强烈偏好令人担忧。
