Advertising and Peer Influences on Teen and Young Adolescent Alcohol Consumption Decisions: A Theory-of-Reasoned-Action Approach

Abstract

This paper uses the Theory of Reasoned Action (TRA) to develop a model predicting influences on adolescents’ alcohol consumption behavior. Specifically, we examine the variables of attitudes toward drinking, attitudes toward people in beer advertisements, and peer and parental influence on their intentions to consume alcohol. Data were collected from 613 public school students in the United States between grades six and nine (ages 10–15). Overall, our theoretical model is supported, and our results show that adolescents’ decisions to drink are influenced by their attitudes toward drinking, by the normative influences of peers, parents, and those they see in advertisements. We discuss our findings in terms of alcohol education public policy recommendations pertaining specifically to the content of beer advertisements.

Keywords:

• Theory of Reasoned Action
• adolescents
• alcohol consumption
• attitudes
• beer advertising

Acknowledgement

The authors would like to acknowledge the research assistance of Madeleine DuPree Joinnides of Middlebury College.

Notes

1 This study refers specifically to beer advertising.