Title

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

Authors

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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