Adolescent Drinking: It is Not Just About Limiting Media Exposure

Pro-drinking messages are delivered to adolescents through mass media, peers, and adult drinking behavior. A recent RAND study investigated which of these was the most influential at changing adolescent drinking expectations, a key predictor of alcohol use among youth. According to findings from a sample of middle school students in a Midwestern state, close adults and peers have a greater influence on drinking expectations than the media directly. Among all students, pro-drinking adults and peers increased the perceived rewards associated with alcohol use. Among students who had not yet tried alcohol, pro-drinking adults and peers also influenced beliefs about alcohol's potency. These findings suggest that it is important for policy makers to think of comprehensive strategies for dealing with adolescent drinking that reflect a clear understanding of the importance and influence of family, peer, and other adult role models.

Note: This analysis controls for demographics, prior expectations, social bonding factors, and advertising variables. Social bonding and advertising variables were not independently associated with changes in expectations about alcohol use.

Source:

Socio-environmental influences on adolescents' alcohol outcome expectancies: a prospective analysis

Martino S, Collins RL, Ellickson PL. Schell TL, McCaffrey D

Full Article (Addiction) »

DPRC Insights is distributed by the RAND Drug Policy Research Center, a joint endeavor of RAND Health and RAND Infrastructure, Safety, and Environment. Copyright © 2007 RAND Corporation. RAND® is a registered trademark.

We respect your privacy. To subscribe to this monthly newsletter, please visit the DPRC website. We encourage you to forward this newsletter to colleagues and friends. Send comments and suggestions to DPRC@rand.org.

The RAND Corporation is a nonprofit research organization providing objective analysis and effective solutions that address the challenges facing the public and private sectors around the world.

To unsubscribe from this list, please email DPRC Insights (dprc_insights@rand.org). Your name will be removed from the DPRC Insights mailing list.

RAND Corporation, 1776 Main Street Santa Monica, CA 90401-3208