Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their pro...Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their products to their consumers, including the adolescents in the school system through several marketing communication tactics. To this study, investigated opinion of Thai teens on alcohol use specific to.. （1） types of alcoholic beverages preferred; （2） reason at first alcohol use; （3） future drinking intention; and （4） perceptions toward alcohol marketing communication. The cross-sectional survey was conducted on 5184 students from grades 4th-12th and vocational school in seven regions of Thailand. The data from questionnaires were analyzed using simple descriptive statistic, frequency distribution, and percentages. Those teens reported to start drinking beer because of wanting to experiment with alcohol （41.3%）, to celebrate in special occasion （29.2%）, and due to friends involved （15.7%）. Majority of teens in this study （〉 80%） disagree or strongly disagree with persuasive message of alcohol advertised through several media channels. Most of the samples have good media literacy, know the intention of the marketing communication of the alcohol manufacturers, and could not be persuaded easily. The results required further evaluation for influence of alcohol marketing communication on students＇ alcohol expectancy and alcohol use for proper policy recommendation and management.展开更多
文摘Problem about adolescent drinking has accelerated. Although the alcohol advertisements are restricted by Thai law, nevertheless the alcohol manufactures could still find their way to convey the message about their products to their consumers, including the adolescents in the school system through several marketing communication tactics. To this study, investigated opinion of Thai teens on alcohol use specific to.. （1） types of alcoholic beverages preferred; （2） reason at first alcohol use; （3） future drinking intention; and （4） perceptions toward alcohol marketing communication. The cross-sectional survey was conducted on 5184 students from grades 4th-12th and vocational school in seven regions of Thailand. The data from questionnaires were analyzed using simple descriptive statistic, frequency distribution, and percentages. Those teens reported to start drinking beer because of wanting to experiment with alcohol （41.3%）, to celebrate in special occasion （29.2%）, and due to friends involved （15.7%）. Majority of teens in this study （〉 80%） disagree or strongly disagree with persuasive message of alcohol advertised through several media channels. Most of the samples have good media literacy, know the intention of the marketing communication of the alcohol manufacturers, and could not be persuaded easily. The results required further evaluation for influence of alcohol marketing communication on students＇ alcohol expectancy and alcohol use for proper policy recommendation and management.
