Nevertheless, prior research has called into question the ability to estimate without bias the relationship between alcohol marketing exposure and behavior ( Molloy, 2016 Nelson, 2011). For example, early alcohol advertisement exposure and brand familiarity are associated with intentions to use alcohol ( Pasch et al., 2007) and a greater likelihood and earlier onset of drinking and binge drinking (i.e., consuming five or more alcoholic beverages on one occasion) ( Ellickson et al., 2005 McClure et al., 2013 Tanski et al., 2015). Epidemiological research has established a link between marketing receptivity and the development of risky drinking in adolescents ( Henriksen et al., 2008). Regardless, alcohol marketing is increasingly available to underage populations across various media outlets ( Ross et al., 2014), including social media ( Jernigan & Rushman, 2014), television advertisements ( Tanski et al., 2015), movies ( Bergamini et al., 2013), and popular songs ( Primack et al., 2014). A lcohol is the most prevalent illicit substance used by adolescents, and its use is linked to other risky behaviors, including other drug use and risky sex ( Center for Behavioral Health Statistics and Quality, 2015 Connor et al., 2013).
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