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Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/2504

Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Assessing the cumulative impact of alcohol marketing on young people's drinking: Cross-sectional data findings
Author(s): Gordon, Ross
Harris, Fiona
MacKintosh, Anne Marie
Moodie, Crawford
Contact Email: fiona.harris@stir.ac.uk
Keywords: cross-sectional
survey
adolescent
alcohol
marketing
Issue Date: 2011
Publisher: Informa Healthcare
Citation: Gordon R, Harris F, MacKintosh AM & Moodie C (2011) Assessing the cumulative impact of alcohol marketing on young people's drinking: Cross-sectional data findings, Addiction Research and Theory, 19 (1), pp. 66-75.
Abstract: As alcohol marketing remains a highly debated and politically charged issue, we examine the cumulative impact of alcohol marketing on alcohol initiation and drinking behaviour among youth (12–14 years). Cross-sectional data come from a cohort of 920 second year school pupils from Scotland. Regression models, with multiple control variables,were employed to examine the relationship betweenawareness of, and involvement with, a range ofalcohol marketing communications, and drinking behaviour and intentions. Marketing variables were constructed for 15 different types of alcohol marketing,including marketing in new media. Drinking behaviour measures included drinking status and future drinking intentions. Significant associations were found between awareness of, and involvement with, alcohol marketing and drinking behaviour and intentions to drink alcohol in the next year. Given these associations, our study suggests the need for a revision of alcohol policy: one limiting youth exposure to these seemingly ubiquitous marketing communications.
Type: Journal Article
URI: http://hdl.handle.net/1893/2504
DOI Link: http://dx.doi.org/10.3109/16066351003597142
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author; you can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of Stirling
The Open University
Institute for Social Marketing
Institute for Social Marketing

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