How does alcohol advertising influence underage drinking? The role of desirability, identification and skepticism.
OBJECTIVE
To investigate, using an information processing model, how persuasive media messages for alcohol use lead to concurring beliefs and behaviors among youths.


METHODS
Data were collected in 2000-2001 using computer-assisted, self-administered interviews with youths aged 9-17 years (n = 652).


RESULTS
Latent variable structural equations models showed that skepticism was negatively associated with positive affect toward alcohol portrayals and positively with the desire to emulate characters portrayed in alcohol advertisements. These, in turn, predicted expectancies and liking of/desire for beer toys and brands, which predicted alcohol use. Parental guidance decreased alcohol use directly and indirectly by lessening influences of positive affect toward advertising.


CONCLUSIONS
Media alcohol portrayals influence children's drinking through a progressive decision-making process, with its influence underestimated by typical exposure-and-effects analyses.
Edward R. Murrow School of Communication, Washington State University, Pullman, Washington 99164-2520, USA. eaustin@wsu.edu
Erica Weintraub
EW
Austin
Meng-Jinn
MJ
Chen
Joel W
JW
Grube
D000293:Adolescent; D000294:Adolescent Behavior; D000329:Advertising; D000428:Alcohol Drinking; D001290:Attitude; D002648:Child; D003657:Decision Making; D005260:Female; D006801:Humans; D008297:Male; D008402:Mass Media; D033242:Minors; D008960:Models, Psychological; D012649:Self Concept