pISSN: 2636-0543
알코올과 건강행동연구, Vol.22 (2021)
pp.17~26
주류광고 노출이 음주문제수준 미치는 영향 : 긍정적 음주기대, 음주의 사회적 가치의 이중매개효과
Objectives: This study examined the dual mediating effects of positive alcohol expectancy and the social value of drinking between alcohol advertising exposures and drinking problems. Methods: The survey was conducted on 1,057 adult men and women aged 20 to 65 years, recruited by an online survey Participants for this study were 961 men and women. Results: It is found that Women had higher exposure experience alcohol advertising than men and men had higher positive alcohol expectancy, social value of drinking and drinking problems. In addition, alcohol advertising exposures have positive effects on drinking problems. Also, Positive alcohol expectancy and social value of drinking partially mediate the effects of alcohol advertising exposure, and drinking problems. Conclusions: In order to prevent drinking problems, the social environment that causes drinking problems should be tightened by regulations about alcohol advertising exposures. Based on these results, this study discusses what needs intervention, not only personal perception but also the social environment and regulations about alcohol advertising.