Monday, May 9, 2011

Having a Favorite Alcohol Brand Ups Risk for Binge Drinking

By: DAMIAN McNAMARA, Internal Medicine News Digital Network

DENVER – Underage, adolescent alcohol drinkers who endorse a favorite brand are significantly more likely to report recent binge drinking than are those who have no favorite brand.

In addition, the amount of money a company spent on television advertising to promote its brand was directly associated with choice of brand and increased risk for problematic alcohol use, according to a nationally-representative survey of 2,699 individuals aged 16-20 years.

"Underage drinkers preferentially choose highly advertised brands as ‘favorites.’ This suggests that marketing is indeed influencing their choice of beverage," Dr. Susanne E. Tanski said at the annual meeting of the Pediatric Academic Societies.

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