Ownership of promotional item increases likelihood of starting to drink to 77%
By EUCAM (European Centre for Alcohol Marketing Monitoring)
A recent study by Henriksen et al (2008) published in Journal of Adolescent Health examines the impact of receptivity to alcohol marketing and recall/recognition of alcohol brand names on initiation of alcohol use in American adolescents.
This longitudinal study among 1080 students between 10 and 15 years of age provides further credibility to the argument that exposure to alcohol advertisements affects drinking behaviour in youngsters and addresses the importance of possession of promotional items (after McClure, 2006; Collins et al, 2007).
Never-drinkers who reported high receptivity to alcohol marketing at baseline were 77% more likely to initiate drinking by follow-up than those who were not receptive. Smaller increases in the odds of alcohol use at follow-up were associated with better recall (OR= 1.15) and recognition of alcohol brand names (OR=1.16) at baseline. The likelihood of initiating drinking for respondents who reported moderate receptivity to alcohol marketing at baseline did not differ from those who were not receptive. All three advertising measures predicted current drinking as well. When receptivity to alcohol marketing was controlled, recall and recognition did not predict current alcohol use anymore.
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