Effects of Alcohol Expectancies in the Relationship Between Alcohol Advertising And Drinking by Caucasian and Hmong College Students
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서지정보
ㆍ발행기관 : 한국헬스커뮤니케이션학회
ㆍ수록지정보 : 헬스커뮤니케이션연구 / 7권 / 1호
ㆍ저자명 : Won Yong Jang, Edward Frederick, Hong sikJohn Cheon
ㆍ저자명 : Won Yong Jang, Edward Frederick, Hong sikJohn Cheon
목차
Literature ReviewHypotheses
Method
Procedure
Measurement
Analyses
Results
Hypotheses Testing
Discussion
References
한국어 초록
This study tests whether the impact of alcohol advertising on intentions ofcollege age students to drink and their actual self-reported consumption ismoderated by their cultural background and mediated by positive expectancies about alcohol use. This study compares alcohol advertisingeffects on Hmong college-age youth with those of Caucasian collegestudents. Furthermore, it explores within these two ethnic groups differencesbetween under-age drinkers and those of legal drinking age. Data werecollected using self-administered questionnaires in classroom settings.MANOVA and follow-up ANOVA results indicated that Hmong Americanshad lower levels of an intentions to drink of those under the legal drinkingage, and developed fewer alcohol-related expectancies. MANOVA alsoindicated strong association between exposure to persuasive media message(i.e., media and alcohol advertising) and positive expectancies on drinking inCaucasian students. For school administrators this study offers somesuggestions for enhancing drinking intervention campaigns, as well asrecommendations for future research.영어 초록
This study tests whether the impact of alcohol advertising on intentions ofcollege age students to drink and their actual self-reported consumption is
moderated by their cultural background and mediated by positive expectancies about alcohol use. This study compares alcohol advertising
effects on Hmong college-age youth with those of Caucasian college
students. Furthermore, it explores within these two ethnic groups differences
between under-age drinkers and those of legal drinking age. Data were
collected using self-administered questionnaires in classroom settings.
MANOVA and follow-up ANOVA results indicated that Hmong Americans
had lower levels of an intentions to drink of those under the legal drinking
age, and developed fewer alcohol-related expectancies. MANOVA also
indicated strong association between exposure to persuasive media message
(i.e., media and alcohol advertising) and positive expectancies on drinking in
Caucasian students. For school administrators this study offers some
suggestions for enhancing drinking intervention campaigns, as well as
recommendations for future research.