Ownership of alcohol-branded merchandise and initiation of teen drinking

American Journal of Preventive Medicine
Auden C McClureJames D Sargent

Abstract

The alcohol industry spends over $5 billion a year on marketing, much of which is accessible to children. The distribution of branded articles of clothing and other personal items is one aspect of alcohol marketing that has not been adequately studied. In this study, the prevalence of ownership of alcohol-branded merchandise (ABM) was determined in a sample of rural northern New England adolescents, and the relationship between ownership of such items and initiation of alcohol use was examined. Northern New England middle school students who had not yet initiated alcohol use were captured at baseline in a 1999 school-based survey, and ownership of an ABM item and initiation of alcohol use were determined 1 to 2 years later by telephone. The analysis controlled for demographics (gender, grade in school); characteristics of the child (school performance, sensation seeking, rebelliousness); parenting style; and peer alcohol use. Of 2406 baseline never-drinkers, 15% had initiated alcohol use and 14% owned an ABM item by follow-up. ABM items consisted primarily of articles of clothing such as t-shirts and hats. ABM ownership was associated with higher grade in school, male gender, exposure to peer drinking, having tried smoking, poo...Continue Reading

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Citations

Mar 4, 2009·Archives of Pediatrics & Adolescent Medicine·Auden C McClureJames D Sargent
Jan 16, 2009·Alcohol and Alcoholism : International Journal of the Medical Council on Alcoholism·Peter AndersonGerard Hastings
Feb 28, 2008·Health Education & Behavior : the Official Publication of the Society for Public Health Education·Keryn E PaschKelli A Komro
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Feb 10, 2016·Alcoholism, Clinical and Experimental Research·Raul MejiaJames D Sargent
Oct 22, 2013·American Journal of Preventive Medicine·Auden C McClureJames D Sargent
Dec 25, 2007·The Journal of Adolescent Health : Official Publication of the Society for Adolescent Medicine·Lisa HenriksenStephen P Fortmann
May 29, 2007·The Journal of Adolescent Health : Official Publication of the Society for Adolescent Medicine·Rebecca L CollinsKatrin Hambarsoomians
Jan 15, 2009·Addiction·David H Jernigan
Dec 22, 2012·Alcoholism, Clinical and Experimental Research·Auden C McClureJames D Sargent
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