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Television beer advertising and drinking knowledge, beliefs, and intentions among schoolchildren

Author

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  • Grube, J.W.
  • Wallack, L.

Abstract

Objectives. The relationships between television beer advertising and drinking knowledge, beliefs, and intentions were investigated in a survey of schoolchildren. The research was guided by a theoretical model specifying that awareness of advertising, and not mere exposure, is necessary for it to have an effect on beliefs or behaviors. Methods. Participants were a random sample of 468 fifth- and sixth-grade schoolchildren from a northern California community. Data were collected in the home with a combination of self-administered questionnaires and structured interviews. Results. Nonrecursive statistical modeling indicated that awareness of television beer advertising was related to more favorable beliefs about drinking, to greater knowledge of beer brands and slogans, and to increased intentions to drink as an adult. The effects of advertising awareness on knowledge, beliefs, and intentions were maintained when the reciprocal effects of beliefs, knowledge, and intentions on awareness were controlled. Conclusions. The findings suggest that alcohol advertising may predispose young people to drinking. As a result, efforts to prevent drinking and drinking problems among young people should give attention to countering the potential effects of alcohol advertising.

Suggested Citation

  • Grube, J.W. & Wallack, L., 1994. "Television beer advertising and drinking knowledge, beliefs, and intentions among schoolchildren," American Journal of Public Health, American Public Health Association, vol. 84(2), pages 254-259.
    • Handle: RePEc:aph:ajpbhl:1994:84:2:254-259_2
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    Cited by:

    1. Michael Siegel & Charles King & Joshua Ostroff & Craig Ross & Karen Dixon & David H. Jernigan, 2008. "Comment—Alcohol Advertising In Magazines And Youth Readership: Are Youths Disproportionately Exposed?," Contemporary Economic Policy, Western Economic Association International, vol. 26(3), pages 482-492, July.
    2. Jon Nelson, 2008. "How Similar are Youth and Adult Alcohol Behaviors? Panel Results for Excise Taxes and Outlet Density," Atlantic Economic Journal, Springer;International Atlantic Economic Society, vol. 36(1), pages 89-104, March.
    3. Jon P. Nelson, 2008. "Reply To Siegel Et Al.: Alcohol Advertising In Magazines And Disproportionate Exposure," Contemporary Economic Policy, Western Economic Association International, vol. 26(3), pages 493-504, July.
    4. McKelvey, Stephen M., 2004. "The Growth in Marketing Alliances between US Professional Sport and Legalised Gambling Entities: Are We Putting Sport Consumers at Risk?," Sport Management Review, Elsevier, vol. 7(2), pages 193-210, November.
    5. Orazi, Davide C. & Lei, Jing & Bove, Liliana L., 2021. "The effect of ending disclosure on the persuasiveness of narrative PSAs," Journal of Business Research, Elsevier, vol. 127(C), pages 241-251.
    6. Nelson, Jon P., 2001. "Alcohol Advertising and Advertising Bans: A Survey of Research Methods, Results, and Policy Implications," Working Papers 7-01-2, Pennsylvania State University, Department of Economics.
    7. French, Michael Thomas & BrownTaylor, Didra & Bluthenthal, Ricky Neville, 2006. "Price elasticity of demand for malt liquor beer: Findings from a US pilot study," Social Science & Medicine, Elsevier, vol. 62(9), pages 2101-2111, May.
    8. McCreanor, Tim & Barnes, Helen Moewaka & Kaiwai, Hector & Borell, Suaree & Gregory, Amanda, 2008. "Creating intoxigenic environments: Marketing alcohol to young people in Aotearoa New Zealand," Social Science & Medicine, Elsevier, vol. 67(6), pages 938-946, September.
    9. Chiu, Yu-Chan & Smith, Katherine Clegg & Morlock, Laura & Wissow, Lawrence, 2007. "Gifts, bribes and solicitions: Print media and the social construction of informal payments to doctors in Taiwan," Social Science & Medicine, Elsevier, vol. 64(3), pages 521-530, February.

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