New Study Associates Youth Brand-Specific Alcohol Exposure and Consumption

A new study conducted by researchers at the Boston University School of Public Health found that underage exposure to brand-specific alcohol advertising is associated with underage brand-specific alcohol consumption. Although underage alcohol consumption is heavily influenced by parenting and personality type, advertising exposure is also a risk factor for alcohol consumption.

The researchers in this study used an internet survey to identify adolescents who had had at least one drink in the previous month and asked questions about brand specific consumption. They measured alcohol advertisement exposure by asking about television shows watched, which they then compared to advertising information provided by Nielsen.

A very strong association was seen between any brand-specific exposure and brand-specific consumption. However, the authors also found that the association was strongest at lower levels of ad exposure, with decreasing association as the exposure increased.

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