ArticleJournal of studies on alcohol and drugs2018
Aspirational Brand Choice and Underage Alcohol Use.
Article in Journal of studies on alcohol and drugs, 2018. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers.
What it found
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The trial behind it
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Who cites it
4 citing papers in PubMed.
- Eye-tracking to examine differences in alcohol product appeal by sex among young people.The American journal of drug and alcohol abuse · 2022Article
- A Content Analysis of Cannabis Company Adherence to Marketing Requirements in Four States.Journal of studies on alcohol and drugs · 2022Article
- Cyber-ethnography of cannabis marketing on social media.Substance abuse treatment, prevention, and policy · 2021Article
- Similarities Between Alcohol and Tobacco Advertising Exposure and Adolescent Use of Each of These Substances.Journal of studies on alcohol and drugs. Supplement · 2020Review
Corrections and comments
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Authors and funding
4 authors.
Funding
Abstract
objectiveMarketing aims to foster brand allegiance, and alcohol is a heavily marketed commodity. We hypothesize that exposed youth who are able to identify an aspirational alcohol brand will be at higher risk for underage drinking.
methodU.S. youth ages 15-20 (N = 2,012; 51% female) were surveyed twice in 2011-2013. Aspirational brand was assessed by asking, "If you could drink any brand you want, what is the name of the brand of alcohol you would choose?" Multivariable logistic regression tested associations between having an aspirational brand at baseline and onset of ever, binge (≥6 drinks/occasion), and hazardous drinking (Alcohol Use Disorders Identification Test-Consumption ≥ 4).
resultsBaseline ever, binge, and hazardous drinking prevalence was 55%, 26%, and 19%, respectively; 47% reported having an aspirational brand, of whom 20% were nondrinkers. Top five reported brands were Budweiser, Smirnoff, Corona, Jack Daniels, and Bacardi, all heavily advertised brands. Older age, male gender, sensation seeking, and peer/parent drinking were associated with having an aspirational brand. After we controlled for these confounders, having an aspirational brand was independently associated cross-sectionally with greater risk of ever, binge, and hazardous drinking (adjusted odds ratio = 4.47, 95% CI [3.33, 6.00], 4.84 [3.41, 6.86], and 5.46 [3.63, 8.23], respectively) and longitudinally with initiation of binge and hazardous drinking (1.80 [1.19, 2.73] and 2.02 [1.33, 3.06], respectively).
conclusionsHaving an aspirational alcohol brand is both common and independently associated with subsequent underage alcohol use and misuse. Further studies examining how youth interact with and are affected by branded advertising are critical to guide development of effective education and policy interventions.
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Registered trials
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