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Alcohol-branded merchandise : Association with Australian adolescents’ drinking and parent attitudes
Jones, Sandra C. Andrews, Kelly Caputi, Peter
Jones, Sandra C.
Andrews, Kelly
Caputi, Peter
Abstract
There is growing evidence that young people own alcohol-branded merchandise (ABM), and that ownership influences their drinking intentions and behaviours. However, there is a paucity of research on parents' knowledge or attitudes in relation to ownership of ABM. Study 1 (n = 210) identified high levels of ownership of ABM and associations between ABM and drinking attitudes and behaviours. In Study 2, focus groups with Australian parents found that they were aware of ABM—and many had items of ABM in their home—but they had generally not engaged in consideration of the potential impact on their children. They clearly perceived ABM as advertising and, on reflection, acknowledged that this form of marketing may influence children's decisions about drinking. There is a need to raise parental awareness of the effects of ABM and to endeavour to reduce children's exposure to this influential form of alcohol marketing.
Keywords
alcohol, children, merchandise, marketing
Date
2016
Type
Journal article
Journal
Health Promotion International
Book
Volume
31
Issue
2
Page Range
314-324
Article Number
ACU Department
ACU Engagement
Collections
Relation URI
Source URL
Event URL
Open Access Status
Published as green open access
License
File Access
Open
Controlled
Controlled