Title

Experimental Demonstration Of The Influence Of Alcohol Advertising On The Activation Of Alcohol Expectancies In Memory Among Fourth- And Fifth-Grade Children

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 1st 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 hypotheti-cal 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 that 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.

Publication Date

1-1-1999

Publication Title

Experimental and Clinical Psychopharmacology

Volume

7

Issue

4

Number of Pages

473-483

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1037/1064-1297.7.4.473

Socpus ID

0032763348 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/0032763348

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