Tag Archives: consumption patterns

Alcohol Consumption and Behavior

Alcohol Ads on TV Linked to Binge Drinking in Underage Young Adults

Throughout the world, advertising for alcohol can get highly contested. Some groups claim alcohol advertising results in

Photo by Flickr user jo3hug (http://www.flickr.com/photos/14420602@N08/5908916583)
Photo by Flickr user jo3hug (http://www.flickr.com/photos/14420602@N08/5908916583)

increased alcoholism as well as negative influence over children, while those in the drinks industry rely on these advertisements to connect with their consumers.

A new study in the journal JAMA Pediatrics aimed to address these issues by examining how TV advertisements influence underage drinking.

1596 young adults between the ages of 15 and 23 completed phone and internet-based surveys related to alcohol advertising aired between 2010 and 2011 as well as their drinking habits.

Survey questions showed pictures of beverages seen during the 2010-2011 advertising campaigns with any branding signals (i.e. brand names, logos, etc) removed. Each participant answered 20 random survey questions.

“Alcohol receptivity” scores were determined based on participants’ answers to the survey questions. To determine alcohol receptivity scores, participants received a score of 1 for each question they marked as seeing the ad and liking it; and a score of 2 for correctly identifying the brand seen in the ad.

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Alcohol Consumption and Behavior

Under-reporting Alcohol Consumption in Surveys – How Common and by Whom?

One problem with studies using self-reporting methods is that there is often a sense of under-reporting when it comes to how much people will admit that they drink.

This is a common issue with self-reporting type studies, and it is assumed that all individuals under-report by the same amount.

To confirm or refute this assumption, a group of Canadian

Photo by Bill Branson (Photographer) [Public domain or Public domain], via Wikimedia Commons
Photo by Bill Branson (Photographer) [Public domain or Public domain], via Wikimedia Commons
researchers aimed to determine whether or not under-reporting is equal among groups, or if there are differences when it comes to age, gender, or consumption levels.

Surveying Canadian citizens between 2008 and 2010 (43,371 participants total), the researchers determined drinking frequencies for each participant and compared these data to actual sales data.

Important findings:

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