Exposure to Television Alcohol Brand Appearances as Predictor of Adolescent Brand Affiliation and Drinking Behaviors

Gabrielli, Joy; Corcoran, Erin; Genis, Sam; McClure, Auden C.; Tanski, Susanne E.

doi:10.1007/s10964-021-01397-0

Cited by 10 publications

(9 citation statements)

References 53 publications

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“…Research shows that different factors motivate alcohol users’ preferences for specific brands over others. For example, in the US, studies (e.g., Gabrielli, Corcoran, Genis, McClure, & Tanski, 2022; Roberts et al, 2016; Tanski, McClure, Jernigan, & Sargent, 2011) have found that young people’s exposure to alcohol advertising in magazines and television influenced their brand preference. Research shows that the alcohol industry’s marketing mix (e.g., advertising, promotion, sponsorship, etc.)…”

Section: Brand Preference Among People Who Use Alcoholmentioning

confidence: 99%

“…In the US, Siegel et al (2011) reported that those who preferred liquor and beer engaged in frequent consumption and reported more binge drinking than those who preferred other brands like wine. More recent research has also shown how brand preference facilitates hazardous drinking practices (Gabrielli et al, 2022).…”

Section: Brand Preference Among People Who Use Alcoholmentioning

confidence: 99%

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Navigating Alcogenic Brand Environment: Exploring How Young Nigerians Negotiate and Make Sense of Alcohol Brand Preferences

Dumbili

Uwa-Robinson

2022

Journal of Drug Issues

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No previous research has examined how and why Nigerians choose their alcohol brands. Using qualitative data, this study explored brand preference and the reasons for brand choice among 18 to 24 year-old Nigerians who use alcohol. Participants were divided into three categories based on their beer, spirit, and wine preferences. While most men preferred beer and spirits, many women chose traditional and recently developed flavoured beers and spirit-based drinks, which the alcohol industry promotes as women-friendly alcoholic drinks. Some participants chose low-strength brands to avoid heavy drinking and intoxication, while others preferred high-strength brands for immediate bodily thrills/intoxication. Some participants preferred expensive brands to cheaper beverages to construct social identity and portray an affluent lifestyle, while others used the consumption of ‘foreign’ or uncommon brands to enact distinction. Alcohol advertising and peer influence significantly impacted brand awareness and preferences. Interventions should focus on reducing alcohol/brand availability and accessibility in Nigeria.

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Section: Brand Preference Among People Who Use Alcoholmentioning

confidence: 99%

Section: Brand Preference Among People Who Use Alcoholmentioning

confidence: 99%

Navigating Alcogenic Brand Environment: Exploring How Young Nigerians Negotiate and Make Sense of Alcohol Brand Preferences

Dumbili

Uwa-Robinson

2022

Journal of Drug Issues

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“…Exploring the antecedents of attitude toward product placement and purchase intention could help advertisers improve product placement effectiveness. Viewers are exposed to the placement of ethically charged products while watching television shows from different countries (Gabrielli et al , 2021). Thus, future research could be extended to ethically charged products.…”

Section: Limitations and Future Research Directionsmentioning

confidence: 99%

“…Though product placement in television shows (fiction and nonfiction) is not new, there is limited academic research on the effectiveness of product placement in television shows. Other researchers have also acknowledged that the effectiveness of product placement in the context of television shows has been investigated less rigorously (Gabrielli et al , 2021; Krishen and Sirgy, 2016). Much of the product placement literature focuses on consumers' cognitive and affective responses; few studies address consumers' behavioral responses to product placements.…”

Section: Introductionmentioning

confidence: 99%

Antecedents and consequences of consumers' attitudes toward product placements: evidence from India

Kaur

Sharma

Bakshi

2021

IJOEM

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PurposeAdvertising clutter has fueled the rise of nontraditional advertising methods. The current study, conducted in India, adopted the consumer socialization framework to assess product placement attitudes and behaviors.Design/methodology/approachA questionnaire-based survey was conducted to gauge consumers' responses to product placements. Structural equation modeling (SEM) was applied to analyze the relationship between different variables.FindingsThe results revealed that young Indian adults are positive about product placements as they believe that incorporating brands into the content adds realism. The authors found that socialization agents significantly impact viewers' attitudes toward product placements which in turn influence their purchase intentions. The authors also found that product acceptability impacts consumers' purchase intentions.Practical implicationsThis paper provides important insights into consumers' perceptions of product placements. Based on the findings, marketers can formulate effective product placement strategies.Originality/valueMost of the studies existing in this area have been conducted in the developed markets except a few which have been conducted in the emerging markets. Hence, the present study is an attempt to fill this research gap. This study is among the first to establish a relationship between product acceptability and consumers' purchase intentions.

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“…An example of an intervention that enforces bans or implements comprehensive restrictions on alcohol advertising, sponsorship, and promotion is the regulation of advertising for alcoholic beverage marketing. Advertisements for alcoholic beverages are attractive not only to adults but also to minors, particularly teenagers, and increase their willingness to buy and consume alcohol [11][12][13]. Even short-term exposure of adolescents to alcohol advertisements is associated with positive thoughts about alcohol use and an increase in alcohol consumption [1][2][3]14].…”

Section: Introductionmentioning

confidence: 99%

Patterns of alcohol and alcohol-flavoured non-alcoholic beverage advertisements over Japanese free-to-air television networks

et al. 2022

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Background Alcohol use is a serious public health challenge worldwide. Japan has no government regulations or legal penalties against advertising alcoholic beverages on television (TV). Instead, advertisements depend on the Japanese alcohol industry’s self-regulation on airtime (no advertisements from 5 am to 6 pm) and the content of alcoholic beverages, which must not tempt minors. However, many adolescents (10 to 19 years old) watch TV from 6 pm to 11 pm. The aim of this study was to describe the pattern in the advertising of alcoholic beverages and alcohol-flavoured non-alcoholic beverages (AFNAB) in Japan during the popular TV viewing time for adolescents. Methods A secondary analysis of advertising airtime data from five free-to-air Japanese TV networks in the Greater Tokyo area that aired between 12 August and 3 November 2019, was performed. Results During the study period, 5215 advertisements for alcoholic beverages and AFNABs aired (1451.75 min). In total, 2303 advertisements (44.2%) were beer, low-malt beer, or beer-taste beverages, 277 (5.3%) were whisky, 2334 (44.8%) were local alcoholic beverages (shochu and seishu), and 301 (5.8%) were AFNAB. On average, more advertisements aired on weekends (67.6 advertisements) than on weekdays (59.3 advertisements) per day. Approximately 30% of advertisements for AFNABs were aired during the time restricted for alcohol advertising, although AFNABs are considered alcohol according to industry guidelines. During the popular television viewing time for young adolescents, about two to three times more advertisements were aired per hour than during the rest of the day, on both weekdays and weekends (p < 0.001). Conclusion The number of alcohol advertisements aired at times when adolescents often watch TV is 2 to 3.2 times higher than that at other times of the day. Furthermore, despite the industry’s self-imposed regulations, some alcoholic beverages are still advertised. Therefore, other methods to protect children and adolescents from exposure to advertisements for alcoholic beverages should be investigated and implemented.

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Exposure to Television Alcohol Brand Appearances as Predictor of Adolescent Brand Affiliation and Drinking Behaviors

Cited by 10 publications

References 53 publications

Navigating Alcogenic Brand Environment: Exploring How Young Nigerians Negotiate and Make Sense of Alcohol Brand Preferences

Navigating Alcogenic Brand Environment: Exploring How Young Nigerians Negotiate and Make Sense of Alcohol Brand Preferences

Antecedents and consequences of consumers' attitudes toward product placements: evidence from India

Patterns of alcohol and alcohol-flavoured non-alcoholic beverage advertisements over Japanese free-to-air television networks

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