The relationship between alcohol price and brand choice among underage drinkers: Are the most popular alcoholic brands consumed by youth the cheapest

Alison B. Albers, William Dejong, Timothy S. Naimi, Michael Siegel, David H. Jernigan

Research output: Contribution to journalArticlepeer-review

Abstract

We examined the influence of price on alcohol brand choice among underage youth. Using a national sample of 1,032 youth, ages 13-20, recruited from a national Internet panel in 2011-2012, we compared differences in mean prices between popular and unpopular brands, examined the association of price and brand popularity using logistic regression, and rank ordered the average price of top brands. Lower brand-specific prices were significantly associated with higher levels of past 30-day consumption prevalence. However, youth did not preferentially consume the cheapest brands. These findings indicate that youth have preferences for certain brands, even if those brands cost more than competing brands. Our study highlights the need for research on the impact of brand-specific alcohol marketing on underage drinking.

Original languageEnglish (US)
Pages (from-to)1833-1843
Number of pages11
JournalSubstance Use and Misuse
Volume49
Issue number13
DOIs
StatePublished - Nov 10 2014

Keywords

  • Alcohol
  • Alcohol brands
  • Price
  • Surveillance
  • Underage drinking
  • Youth

ASJC Scopus subject areas

  • Medicine (miscellaneous)
  • Health(social science)
  • Public Health, Environmental and Occupational Health
  • Psychiatry and Mental health

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