Snapshot Your Drinking: Ecological Momentary Assessment and Content Analysis for Alcohol Marketing in Hong Kong In-school Adolescents
试验速览
- 阶段
- 不适用
- 状态
- 尚未招募
- 入组人数
- 661
- 试验地点
- 1
- 主要终点
- Exposure to alcohol marketing and content analysis
研究概览
简要总结
The proposed study aims to assess adolescents' exposure to alcohol marketing and its effect on drinking attitudes and drinking behaviors.
The three main research questions:
- Is exposure to alcohol marketing associated with drinking attitude (perceive popularity, perceive social approval, positive expectancies)?
- What are the contents of alcohol marketing that establish the brand capital of alcohol beverages in Hong Kong?
- Does the brand capital of alcohol beverages mediate the relationship between (a) exposure to alcohol marketing and drinking attitudes? (b) exposure to alcohol marketing and alcohol consumption?
详细描述
Study design
The proposed project is a combination of a time-based system-triggered ecological momentary assessment (EMA), which will collect real-time exposure to alcohol marketing and alcohol consumption, and a longitudinal survey. Consented participants will first complete a baseline questionnaire, followed by completing 3 regularly prompted EMA surveys via smartphone application (APP) every day for 21 consecutive days. The EMA will include questions of self-report exposure, brand capital (marketing receptivity and brand recognition), and alcohol consumption. One month after the EMA period, a telephone follow-up will be conducted to understand participants' drinking attitude and alcohol consumption.
Setting and subjects
The inclusion criteria will include (1) aged 13 to 18, (2) studying in secondary schools, (3) own a mobile smartphone with internet access, (4) stay in Hong Kong during the EMA study period, and (5) being able to read and write Chinese. To increase statistical power in analyzing alcohol consumption, we will recruit one-third (about 220) of the participants who are ever drinkers. To avoid seasonal variation in the ad exposure and drinking pattern (i.e. more ads and drinking in festivals), the recruitment will be evenly distributed within a year.
Sample size determination
研究设计
- 研究类型
- Observational
- 观察模型
- Cohort
- 时间视角
- Prospective
入排标准
- 年龄范围
- 13 Years 至 18 Years（Child, Adult）
- 性别
- All
- 接受健康志愿者
- 是
入选标准
- •aged 13 to 18
- •studying in secondary schools
- •own a mobile smartphone with internet access
- •stay in Hong Kong during the EMA study period
- •being able to read and write Chinese.
排除标准
- 未提供
结局指标
主要结局
Exposure to alcohol marketing and content analysis
时间窗: 1 month follow-up
Alcohol marketing includes alcohol advertisement and promotion of drinking culture. If they report any exposure, they will be asked about (1) channels of exposure, (2) types of alcohol beverages, (3) whether they like it or not (e.g., negative, neutral, positive), (4) characters shown in the advertisement (e.g., beautiful young men/women, businessmen etc.), (5) drinking context (e.g., celebrate success, lunch/dinner, gathering, sports, etc.), and (6) tone of the commercial (e.g., humor, relaxation, masculinity, friendship, others, etc.
Marketing receptivity
时间窗: 1 month follow-up
Participants who report exposure to alcohol marketing will be asked to rate their receptivity from 1 (strongly disagree) to 5 (Strongly agree) by 5 statements: (1) I like the ad; (2) I feel the main actors in the ads are attractive; (3) I feel the ad is creative. (4) The ad content/branding suits my personal image/status; and (5) Drinking is portrayed as a positive behavior.
Brand recognition
时间窗: 1 month follow-up
Participants will see five pictures of alcohol marketing with the brand name removed. Participants will be asked whether or not they have seen the advertised product and write down the advertised brand name. Brand names will be documented in each EMA when participants report exposure to alcohol marketing.
Perceived popularity
时间窗: 1 month follow-up
Participants' perceived popularity will be measure by rating their agreement to (1 = strongly disagree to 5 = strongly agree) the statements including "Most teenagers drink alcohol," "Most teenagers I know drink alcohol," and "Most students in my grade drink alcohol (Cronbach'a α = 0.79)
Perceived social approval
时间窗: 1 month follow-up
Subjects will be assessed by rating their agreement from strongly agree (score 5) to strongly disagree (score 1) including "Drinking alcohol in a social gathering with friends is appropriate?" "Alcohol drinking is a necessary part of celebration", and "There is no health risk to me from drinking".
Positive expectancies
时间窗: 1 month follow-up
The 8 items of positive expectancies of drinking will be measured at 1 month follow-up. Participants will judge how likely (1= very unlikely to 5=very likely) it is that having three or four drinks of any alcohol will lead to positive consequences (feel relaxed, feel happy, feel friendly, feel confident, feel outgoing, have fun, feel easy with expressing feelings, and feel more at ease around people). (Cronbach's α = 0.90).
Alcohol consumption
时间窗: 1 month follow-up
Alcohol Use Disorder Identification Test (AUDIT) will be used to measure the participants' alcohol consumption in the past month.42 On the 3rd EMA per day during the EMA period, participants will be asked "Have you drunk during the past 24 hours?" If the answer is yes, they will be asked the types and amount of alcohol beverages and the time that they have consumed those alcohol beverages. The responses can be processed with the participant's weight and sex to calculate estimated blood alcohol content (eBAC) values indicating intoxication.
次要结局
未报告次要终点