AP (Alcohol Perception) Project: A study of the perceptions of adolescents towards alcohol

Alcohol is the number one cause of health problems associated with drugs among adolescents. In this research, the authors sought to show causality between the positive perception of alcohol and its ability to influence drinking behavior.

After Institutional Review Board approval and informed consent, 76 children (average age 12.76) were randomized into three treatment groups. Group 0 (n=21) were shown a short video (where two actors, one male and one female, performed a short dialogue). Group 1 (n=32) were shown the same video (except the male actor held a beer-like drink in his hand).Lastly, Group 2 (n=23) were shown the same video (except the male actor held a cigarette in his hand). All groups were asked to complete a survey after watching the video.

When asked to rate the ability of the actor to influence their behavior, those in Group 1 (alcohol) rated the actor 54% (p < 0.01) more favorably than those in Group 0 (control). Moreover, when asked to rate the “coolness” of the actor, those in Group 2 (tobacco) perceived the actor 36% (p < 0.01) less favorably than those in Group 0 (control) or Group 1 (alcohol).

The findings suggest that adolescents are more likely to be influenced by those who drink than those who do not. Therefore, measures to change this perception (in order to avert addiction and disease) must be put in place at an early age, much as they are (both academically and professionally) for combating tobacco.