EMA and Content Analysis for Alcohol Marketing in Hong Kong In-school Adolescents

NCT06085157 | Unknown

• 1 other identifier: GRF Alcohol
• Study Type: observational
• Target: 661
• Locations: 1 country
• Sites: 1

Brief Summary

The proposed study aims to assess adolescents' exposure to alcohol marketing and its effect on drinking attitudes and drinking behaviors. The three main research questions:

1. 1.Is exposure to alcohol marketing associated with drinking attitude (perceive popularity, perceive social approval, positive expectancies)?
2. 2.What are the contents of alcohol marketing that establish the brand capital of alcohol beverages in Hong Kong?
3. 3.Does the brand capital of alcohol beverages mediate the relationship between (a) exposure to alcohol marketing and drinking attitudes? (b) exposure to alcohol marketing and alcohol consumption?

Conditions

Alcohol Drinking

Keywords

Ecological Momentary Assessment; Alcohol marketing; In-school adolescents

Outcome Measures

Primary Outcomes (9)

• Exposure to alcohol marketing and content analysis

  Alcohol marketing includes alcohol advertisement and promotion of drinking culture. If they report any exposure, they will be asked about (1) channels of exposure, (2) types of alcohol beverages, (3) whether they like it or not (e.g., negative, neutral, positive), (4) characters shown in the advertisement (e.g., beautiful young men/women, businessmen etc.), (5) drinking context (e.g., celebrate success, lunch/dinner, gathering, sports, etc.), and (6) tone of the commercial (e.g., humor, relaxation, masculinity, friendship, others, etc.

  3-week EMA period

• Exposure to alcohol marketing and content analysis

  Alcohol marketing includes alcohol advertisement and promotion of drinking culture. If they report any exposure, they will be asked about (1) channels of exposure, (2) types of alcohol beverages, (3) whether they like it or not (e.g., negative, neutral, positive), (4) characters shown in the advertisement (e.g., beautiful young men/women, businessmen etc.), (5) drinking context (e.g., celebrate success, lunch/dinner, gathering, sports, etc.), and (6) tone of the commercial (e.g., humor, relaxation, masculinity, friendship, others, etc.

  1 month follow-up

• Perceived popularity

  Participants' perceived popularity will be measure by rating their agreement to (1 = strongly disagree to 5 = strongly agree) the statements including "Most teenagers drink alcohol," "Most teenagers I know drink alcohol," and "Most students in my grade drink alcohol (Cronbach'a α = 0.79)

  1 month follow-up

• Perceived social approval

  Subjects will be assessed by rating their agreement from strongly agree (score 5) to strongly disagree (score 1) including "Drinking alcohol in a social gathering with friends is appropriate?" "Alcohol drinking is a necessary part of celebration", and "There is no health risk to me from drinking".

  1 month follow-up

• Positive expectancies

  The 8 items of positive expectancies of drinking will be measured at 1 month follow-up. Participants will judge how likely (1= very unlikely to 5=very likely) it is that having three or four drinks of any alcohol will lead to positive consequences (feel relaxed, feel happy, feel friendly, feel confident, feel outgoing, have fun, feel easy with expressing feelings, and feel more at ease around people). (Cronbach's α = 0.90).

  1 month follow-up

• Marketing receptivity

  Participants who report exposure to alcohol marketing will be asked to rate their receptivity from 1 (strongly disagree) to 5 (Strongly agree) by 5 statements: (1) I like the ad; (2) I feel the main actors in the ads are attractive; (3) I feel the ad is creative. (4) The ad content/branding suits my personal image/status; and (5) Drinking is portrayed as a positive behavior.

  1 month follow-up

• Brand recognition

  Participants will see five pictures of alcohol marketing with the brand name removed. Participants will be asked whether or not they have seen the advertised product and write down the advertised brand name. Brand names will be documented in each EMA when participants report exposure to alcohol marketing.

  1 month follow-up

• Alcohol consumption

  Alcohol Use Disorder Identification Test (AUDIT) will be used to measure the participants' alcohol consumption in the past month.42 On the 3rd EMA per day during the EMA period, participants will be asked "Have you drunk during the past 24 hours?" If the answer is yes, they will be asked the types and amount of alcohol beverages and the time that they have consumed those alcohol beverages. The responses can be processed with the participant's weight and sex to calculate estimated blood alcohol content (eBAC) values indicating intoxication.

  Baseline

• Alcohol consumption

  Alcohol Use Disorder Identification Test (AUDIT) will be used to measure the participants' alcohol consumption in the past month.42 On the 3rd EMA per day during the EMA period, participants will be asked "Have you drunk during the past 24 hours?" If the answer is yes, they will be asked the types and amount of alcohol beverages and the time that they have consumed those alcohol beverages. The responses can be processed with the participant's weight and sex to calculate estimated blood alcohol content (eBAC) values indicating intoxication.

  1 month follow-up

Study Arms (1)

Ecological momentary assessment (EMA)

a repeated real-time data collection in real-world environment and allows modeling of within-person processes and temporal dynamics.

Other: electronic diary

Interventions

electronic diary OTHER

a smartphone application for self-documentation of drinking pattern

Ecological momentary assessment (EMA)

Eligibility Criteria

• Age: 13 Years - 18 Years
• Sex: all
• Healthy Volunteers: Yes
• Age Groups: Child (0-17), Adult (18-64)
• Sampling Method: Non-Probability Sample

Study Population

Secondary school students who live in Hong Kong

You may qualify if:

• aged 13 to 18
• studying in secondary schools
• own a mobile smartphone with internet access
• stay in Hong Kong during the EMA study period
• being able to read and write Chinese.

Sponsors & Collaborators

• The University of Hong Kong: lead

Study Sites (1)

LKS Faculty of Medicine

Hong Kong, Hong Kong

Location

MeSH Terms

Conditions

Alcohol Drinking

Condition Hierarchy (Ancestors)

Drinking Behavior; Behavior

Study Officials

• Yee Tak Derek Cheung, Dr.

  The University of Hong Kong

  PRINCIPAL INVESTIGATOR

Central Study Contacts

Yee Tak Derek Cheung, Dr.

CONTACT

3917 6652; derekcheung@hku.hk

Study Design

• Study Type: observational
• Observational Model: COHORT
• Time Perspective: PROSPECTIVE
• Sponsor Type: OTHER
• Responsible Party: SPONSOR

Study Record Dates

• First Submitted: September 21, 2023
• First Posted: October 16, 2023
• Study Start: December 1, 2023
• Primary Completion: May 31, 2025
• Study Completion: August 31, 2025
• Last Updated: October 26, 2023

Record last verified: 2023-09

Data Sharing

• IPD Sharing: Will not share

Locations

HK (1)