What Drives Young Consumers to Drink?: Attitudinal, Normative, and Advertising Drivers of Adolescents' Intentions to Consume Beer and Alcohol

Abstract

Abstract: Underage drinking is prevalent and a major public health issue in the United States and elsewhere around the world. This study provides a Theory of Reasoned Action (TRA)-based examination of how peer drinking, parental drinking, and adolescents' attitudes toward the people they see portrayed in beer advertisements influence their attitudes toward beer consumption, their intentions to drink beer, and ultimately, their beer drinking behaviors. As alcohol, especially beer brands and products, is promoted heavily on sports broadcasting, we examine the impact that viewership by adolescents of major televised sports may have on their attitudes regarding drinking behavior. The results show that gender, age, parental influence, having peers who drink, attention to beer advertising, having more positive attitudes toward people portrayed in beer advertising, and having more positive attitudes toward drinking portrayed in advertising, all contribute to drinking intention and, ultimately, underage drinking behavior.