The Open UniversitySkip to content
 

Assessing the cumulative impact of alcohol marketing on young people's drinking: cross sectional data findings

Gordon, Ross and Harris, Fiona (2009). Assessing the cumulative impact of alcohol marketing on young people's drinking: cross sectional data findings. In: Public Policy and Non-profit Marketing, 18-19 Jun 2009, Valencia, Spain.

Google Scholar: Look up in Google Scholar

Abstract

As alcohol marketing remains a highly debated and politically charged issue, a study by the Institute for Social Marketing (Scotland) examines the cumulative impact of alcohol marketing on alcohol initiation and drinking behaviour among youth (12–14 years).

The study found significant associations between awareness of, and involvement with, alcohol marketing and drinking behaviour and intentions to drink alcohol in the next year. Given these associations, the study suggests the need for a revision of alcohol policy to limit youth exposure to the ubiquitous marketing communications.

Cross-sectional data come from a cohort of 920 second year school pupils from Scotland. Regression models, with multiple control variables, have been employed to examine the relationship between awareness of, and involvement with, a range of alcohol 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.

Item Type: Conference or Workshop Item
Copyright Holders: 2009 The Authors
Academic Unit/School: Faculty of Business and Law (FBL)
Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Related URLs:
Item ID: 27582
Depositing User: Jan Swallow
Date Deposited: 08 Feb 2011 12:22
Last Modified: 07 Dec 2018 09:51
URI: http://oro.open.ac.uk/id/eprint/27582
Share this page:

Actions (login may be required)

Policies | Disclaimer

© The Open University   contact the OU