The effects of select socialisation agents in adolescent choices about alcohol

This research project focuses on consumers of alcoholic beverages aged 13 to 17 years. In particular, it examines the influences of social factors on individual and group consumption of alcohol. The research examines the powerful social factors, such as peer group association and parental approval, as compared to marketing factors, such as television advertising, sales promotions and brand merchandise, and the influence these factors have on the creation of underage niche markets. The main focus is the relationship between these factors and the preference for select alcoholic brands by underage consumers. Potential gender differences, age and drinking situations are also considered.
Two models relating to adolescent alcohol choices are developed. The first model is for adolescent alcohol consumption and proposes socialisation agents that influence the adolescents’ decision of whether to drink alcohol. The second model is for adolescents’ alcohol brand choice and proposes the influences on the choice of alcoholic brand. This research covers important social issues by examining factors influencing underage drinking. The increasing concern expressed by parents, educators, health workers and the government about underage drinking is bringing the topic to the attention of policy makers and the general public. The research has contributed to the debate by adding a rationalisation of both psychological factors and market driven influences to provide a broader understanding of the issues.