Amount of Televised Alcohol Advertising Exposure and the Quantity of Alcohol Consumed by Youth
Journal of Studies on Alcohol and Drugs
Timothy S. Naimi, M.D., M.P.H.,a,b,* Craig S. Ross, Ph.D., M.B.A.,c Michael B. Siegel, M.D.,a William DeJong, Ph.D.,a & David H. Jernigan, Ph.D.d
Among underage youth, the quantity of brand-specific advertising exposure is positively associated with the total quantity of consumption of those advertised brands, even after controlling for the consumption of non-advertised brands. Future research should examine exposure–consumption relationships longitudinally and in other media.