Alcohol Advertising and Young Adults' Binge Consumption

Grieveson, Richard and Djafarova, Elmira (2013) Alcohol Advertising and Young Adults' Binge Consumption. Journal of Marketing and Communication, 8 (3). pp. 37-44. ISSN 0973-2330

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Abstract

Alcohol consumption amongst young adults has reached epidemic levels. Concern is understandably rising over the impact this is having and there is increased pressure on the government to take action. This paper aims to identify whether a ban on alcohol advertising will be an effective way of reducing consumption among young adults. Questionnaires and focus group with 18-24 year olds were conducted which investigated their exposure to television advertising, alcohol consumption and how they felt they were influenced by social and hedonistic factors. Alcohol consumption was measured in the last month by consumption regardless of quantity and binge participation. The results showed that there is a relationship between exposure to television advertising and consumption regardless of quantity. There is a negative relationship between exposure and binge participation. Social and hedonistic factors were found to have a very strong influence on binge participation but not consumption regardless of quantity.

Item Type:	Article
Subjects:	N100 Business studies
Department:	Faculties > Business and Law > Newcastle Business School
Depositing User:	Becky Skoyles
Date Deposited:	06 Nov 2014 16:36
Last Modified:	19 Nov 2019 09:51
URI:	http://nrl.northumbria.ac.uk/id/eprint/17968

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