Aim: Marketing (advertisement and promotion) of alcohol is omnipresent in information environments. Youths' social context such as friends' use of alcohol further enhances the salience of alcohol. This study examines the relationship between exposure to alcohol marketing in three peer contexts (e.g., friends' alcohol use) on alcohol use and four mediators (ease of access to alcohol, perceived risks of alcohol use, negative peer norms, and alcohol-related social problem solving).
Methods: Eleventh and twelfth grade students (856) in seven California high schools were surveyed regarding their alcohol use and exposure to alcohol marketing. Analysis assessed relationships between drinking and peer alcohol use. The relationship between marketing and four mediators within peer alcohol use sub-groups also was analyzed.
Results: Significantly more males (42%) reported drinking alcohol in the last 30 days than females (35%). Youth who owned alcohol promotions were twice as likely to have used alcohol. Friends' use of alcohol was the strongest predictor of alcohol use. For youth with friends who drink regularly, seeing ads and promotions in liquor stores and owning alcohol promotions was related to alcohol use, alcohol related social problem solving, and perceived ease of access to alcohol.
Conclusions: Results highlight the public health importance of youths' exposure to alcohol in both low-risk (e.g., movies and magazines) and high-risk venues (e.g., liquor stores) and ownership of alcohol-related promotions. Further, the nature and extent of relationships between alcohol use and media varies by peer context.
Learning Objectives: At the conclusion of the session, the participant in this session will be able to desrcibe the relationship between peer contexts and alcohol marketing exposure to alcohol use and mediators of alcohol use
Keywords: Alcohol, Youth
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.