Alcoholmarketing en Jongeren: een onderzoek naar de reikwijdte van alcoholmarketing

Abstract

This research uses a diary analysis to find out how much alcohol marketing adolescents come across on an average week and weekend day. Also, it tried to explain differences between youngsters concerning the amount of alcohol marketing they saw. Last purpose was to see how alcohol marketing influences the drinking behaviour of the participants. The most important findings of this study were that youngsters come across around 3 or 4 alcohol marketing expressions a day. Also, some evidence was found to support the premise that youngsters who see more alcohol marketing have a greater intention to buy alcohol. The last finding was that the opinion about alcohol marketing has a positive and significant influence on the drinking behaviour.