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KMID : 0915820130140010045
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Journal of Korean Alcohol Science
2013 Volume.14 No. 1 p.45 ~ p.60
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Correlation between Alcohol Advertising Exposure, Preferences and Drinking
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Kim Hyung-Tae
Jeon Kyeong-Mi
Yun Mi-Eun
Seo Seong-Wha
Chun Sung-Soo
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Abstract
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Objectives: This study was conducted to identify the effect of the exposure to and preferences for alcohol advertisements on drinking among Korean drinkers.
Methods: A sample of 2376 (1839 drinkers who consumed one or more drinks in the last 6 months and 537 nondrinkers) Korean males and females aged between 16 and 64 years participated in this study. Data were collected from June through November 2012 from 7 cities and 9 provinces located in geographically diverse regions of South Korea. A questionnaire that took into account socio-demographic variables, preference for and exposure to alcohol advertisement was administered to respondents. Logistic regression, t-test and Pearson’s correlation were used for analysis.
Results: There was a significant difference between drinkers and non-drinkers in their preference for alcohol advertisements: drinkers showed more preference for alcohol advertisements than non-drinkers. Participants who consumed alcohol outside their home in pubs, outdoor public places such as beaches or parks, festivals and concerts and convenience stores showed a significant preference for and exposure to alcohol advertisements compared to those who did not drink at the aforementioned places.
Conclusion: These findings suggest that drinkers who drank at pubs had a significantly higher exposure to and preference for alcohol advertisement. Alcohol control policy restrictions should include places where media can influence increased drinking rate.
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KEYWORD
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exposure, preference, alcohol advertising, drinking
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