Experimental demonstration of the influence of alcohol advertising on the activation of alcohol expectancies in memory among fourth- and fifth-grade children

    Authors

    M. E. Dunn;R. M. Yniguez

    Comments

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    Abbreviated Journal Title

    Exp. Clin. Psychopharmacol.

    Keywords

    DRINKING PATTERNS; SEMANTIC MEMORY; ADOLESCENT DRINKING; NETWORK; REINFORCEMENT; EXPECTATIONS; ORGANIZATION; VERIFICATION; CHALLENGE; REDUCTION; Psychology, Biological; Psychology, Clinical; Pharmacology & Pharmacy; Psychiatry

    Abstract

    Previous work has demonstrated that children's organization and activation of alcohol expectancies in memory vary as a function of alcohol use, even among children as young as in the 3rd grade. To advance the understanding of influences on the development of alcohol expectancies in children, 551 4th- and 5th-grade children were exposed to 5 beer commercials or 5 soft drink commercials. After viewing the advertisements, all children reported their Ist associate to an alcohol prompt and completed a memory model-based measure of children's alcohol expectancies. Multidimensional scaling was used to map expectancies into hypothetical memory network format, and preference mapping was used to derive possible paths of activation. Children who viewed beer commercials were more Likely to activate positive and arousing alcohol expectancies. In view of previous findings demonstrating chat this pattern of activation corresponded to higher drinking among 3rd, 6th, 9th, and 12th graders, the present findings suggested that antecedents to drinking like exposure to advertising may promote heavier drinking among children by influencing the activation of expectancies in memory.

    Journal Title

    Experimental and Clinical Psychopharmacology

    Volume

    7

    Issue/Number

    4

    Publication Date

    1-1-1999

    Document Type

    Article

    Language

    English

    First Page

    473

    Last Page

    483

    WOS Identifier

    WOS:000084175500018

    ISSN

    1064-1297

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