Impact of Vulnerability Characteristics on Alcohol Ad Perceptions

Background: Recent literature reviews have identified individuals with certain psychological characteristics as potentially vulnerable to alcohol marketing practices; however, there is limited information describing such an association.  The purpose of this study is to determine how ethanol dependency, sensation seeking, delinquency, and alcohol expectancies affect perceptions of alcohol advertisements.  Methods: From two colleges, 326 students were recruited to view a series of five alcohol advertisements.  Advertisements were rated for violations of the alcohol industry’s self-regulation code, and participants answered questions regarding demographic and psychological characteristics.  Four questions from the ad rating assessment were used in this analysis: ad appeal, perception of excessive drinking, perception of responsible drinking, and extent of alcohol consumption.  Hierarchical linear models were used for the analysis.  Results: Sensation-seeking (p<0.01) and alcohol expectancies (p<0.001) were positively associated with ad appeal.  All alcohol expectancy sub-scales were positively associated with ad appeal (p’s<0.01).  The ethanol dependency sub-scales impaired control (p<0.01) and tolerance (p<0.01) were positively associated with perceptions of responsible drinking.  Conclusions: Alcohol advertisements have the greatest appeal to those who exhibit sensation-seeking behaviors and have greater alcohol expectancies.  Individuals who exhibit impaired control and increase tolerance perceive alcohol consumption in alcohol ads as more responsible.  Individuals who exhibit these traits may be more receptive to alcohol marketing messages and more prone to mimic harmful activities shown in alcohol ads, such as excessive alcohol consumption.  To protect these populations, tougher restrictions on alcohol marketing activities are needed.