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Purpose-Since it is hard for consumers to express their feelings and views regarding brand images, market researchers increasingly use projective and enabling techniques to collect rich and meaningful data. The purpose of this paper is to describe the development and use of two methods of brand image research based on personification. Both methods were used to investigate the personality of four beer brands. Design/methodology/approach-The first method was based on mood boards: participants were asked to make collages of celebrity photographs representing the beer brands (n ¼ 16). The second method used a job-sorting task: participants were asked to connect jobs with the beer brands (n ¼ 100). The results of both methods were related to a list of brand personality traits. Findings-Holistic interpretations of the mood boards and the jobs associated with the beer brands reveal highly similar results among the two methods, which strongly discriminate between the four beer brands. A translation of these findings to scores on personality dimensions further underlines the similarity of the two methods used, but does not convincingly distinguish between the four beer brands. Research limitations/implications-The similarities in the results underline the congruent validity of the two methods. The observation that the two methods lose their discriminating value when holistic impressions are translated to personality dimensions scores calls for more research into the way projective research data may be interpreted and used. Originality/value-This study is a first attempt to compare the results of two different but related projective techniques for brand image research. It demonstrates the importance of methodological research in this area.

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Two studies are reported addressing the media influences on adolescents' alcohol-related attitudes and behaviours. A content analysis was conducted to investigate the prevalence of alcohol portrayal in a Dutch soap series. The coding scheme covered the alcohol consumption per soap character, drinking situations and drinking times. Inter-coder reliability was satisfactory. The results showed that alcohol portrayal was prominent and that many instances of alcohol use reflected undesirable behaviours. To assess the influence of such alcohol cues on adolescents, a 2x2 experiment was conducted focusing on the separate and combined effects of alcohol portrayal in the soap series and surrounding alcohol commercials. Whereas the alcohol commercials had the expected effects on adolescents' attitudes, the alcohol-related soap content only appeared to have unexpected effects. Adolescents who were exposed to the alcohol portrayal in the soap series had a less positive attitude towards alcohol and lower drinking intentions. Implications of these findings for health policy and future research are discussed.

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Gender differences in alcohol intoxication among adolescents are still largely unknown, whereas these differences have been studied in adults. To investigate possible differences, this study analyzed pediatric admissions for alcohol intoxication to the majority of Dutch hospitals between 2007 and 2009. Another aim was to explore key characteristics (e.g. blood alcohol concentration, duration of reduced consciousness, and age) and trends of alcohol intoxication among adolescents in the period 2007-2009. We analyzed data from the Dutch Pediatric Surveillance system, which monitors alcohol intoxication among children in pediatric departments of Dutch hospitals. Patients aged 11-17 years with reduced consciousness due to alcohol intoxication were included. The number of adolescents admitted with alcohol intoxication increased sharply from 2007 to 2009. The average age of the patients treated for alcohol intoxication increased from 15.3 years in 2007 and 15.4 years in 2008 to 15.7 years in 2009. The duration of reduced consciousness due to alcohol intoxication also increased over the 3-year period: from 2.2 to 3.1 h. Gender differences were observed regarding alcohol intoxication characteristics. Most strikingly, intoxicated girls were younger (15.3 vs. 15.7 years), had a lower blood alcohol concentration (1.79 vs. 1.94 g/l) and were hospitalized for shorter times than boys. No association was found between alcohol intoxication and other, possibly illicit drug use. The drinks most consumed prior to hospital admission were spirits and beer. Alcohol intoxication among adolescents is an emerging problem. Differences in intoxication characteristics between boys and girls were observed. These findings are important for future prevention and intervention strategies. In the Netherlands, special policlinics for children with alcohol intoxication have already been established.