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http://dx.doi.org/10.5392/JKCA.2021.21.08.559

The Effect of Alcohol Advertising and Alcohol Sale Promotion Marketing Exposures on Alcohol-related Harms in Adult : Dual Mediating Effects of Drinking Motivation and Drinking Level  

Park, Ka Young (한국건강증진개발원/연세대학교 사회복지대학원)
Lee, Hee Jong (한국건강증진개발원)
Publication Information
The Journal of the Korea Contents Association / v.21, no.8, 2021 , pp. 559-570 More about this Journal
Abstract
This study examined the dual mediating effects of drinking motivation and drinking level between alcohol advertising, alcohol sale promotion marketing exposures, and alcohol-related harms. The survey has been conducted on 2,000 adult men and women aged 20 to 70 years, recruited by an online survey. As a result, it is found that alcohol advertising, alcohol sale promotion marketing exposures, drinking motivation, drinking level, alcohol-related harms appeared more in men than in women. In addition, alcohol advertising, alcohol sale promotion marketing exposures have positive effects on alcohol-related harms. Also, drinking motivation and drinking level partially mediate the effects of alcohol advertising, alcohol sale promotions marketing exposure, and alcohol-related harms. In order to prevent alcohol-related harms, a social environment that causes alcohol-related harms should be tightened regulations about alcohol advertising, alcohol sale promotion marketing exposures. Based on these results, this study discusses that needs the intervention not only personal perception but also social environment and regulations about alcohol advertising, alcohol sale promotion marketing.
Keywords
Alcohol-related Harms; Drinking; Alcohol Advertising; Alcohol Sale Promotion Marketing; Drinking Motivation; Drinking Level;
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Times Cited By KSCI : 1  (Citation Analysis)
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