The Influence of Alcohol Advertising? Effects of Interpersonal Communication and Alcohol Expectancies as Partial Mediators on Drinking Among College Students

By Won Yong Jang and Edward Frederick.

Published by The International Journal of Health, Wellness and Society

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Article: Print $US10.00
Article: Electronic $US5.00

This study tests whether the impact of alcohol advertising on drinking is mediated partially by the influence of interpersonal discussion, deliberation, and positive expectancies about alcohol use. Many correlational studies of alcohol advertising confirm that youths’ cognitive responses or positive expectancies about alcohol act as strong or partial mediators of the relationship between mass media alcohol messages and drinking behavior. This study shows that interpersonal discussion and deliberation are mediating factors on the influence of alcohol advertising. For school administrators this study offers some suggestions for enhancing drinking intervention campaigns, as well as recommendations for future research.

Keywords: Alcohol Intervention, Alcohol Advertising, Alcohol Expectancies, Deliberation, Interpersonal Communication

The International Journal of Health, Wellness and Society, Volume 2, Issue 2, pp.83-98. Article: Print (Spiral Bound). Article: Electronic (PDF File; 923.890KB).

Dr. Won Yong Jang

Associate Professor, Department of Communication and Journalism, University of Wisconsin-Eau Claire, Eau Claire, WI, USA

I am an associate professor of Mass Communication specializing in advertising, media law, and research methods at the University of Wisconsin–Eau Claire. I have degrees in Political Science (B.A./M.A., 1992, Sogang University, Korea), Advertising (M.A., 1998, Marquette University) and Communication (Ph.D., 2003, University at Buffalo, SUNY). My writings about communications have appeared in Communication Theory, Journal of International Communication, International Communication Gazette, and Handbook of International and Intercultural Communication, etc. I have continued my research about global communication issues, relationships between media and society in East Asian societies, advertising & health communication across borders, and political communication.

Dr. Edward Frederick

Associate Professor, Department of Communication, University of Wisconsin-Whitewater, Whitewater, WI, USA

Currently, I am an associate professor in the Department of Communication at the University of Wisconsin-Whitewater. I have a Master’s Degree and Ph.D. from the University of Wisconsin-Madison’s School of Journalism and Mass Communication with an emphasis in public relations. I teach courses in public relations, advertising and public relations research, the news media and public opinion, and strategic planning. My research interests include social norms and their impact on college student drinking and the influence of the news media on the formation of public opinion as well as the role of one’s perceptions of cultural norms on one’s willingness to express one’s opinions accurately.