The purpose of this paper is to analyze, within the consumer socialization theory framework, the influence of three socialization agents (parents, peers and advertising as part of media content) over alcohol consumption intentions among young people, differentiating between underage and overage individuals.
Structured interviews were performed in both high schools and a university to analyze the hypothesized model.
The results show that both positive and negative expectancies towards the perceived consequences of consuming alcohol are the main antecedents of consumption intention. Moreover, all three considered agents have either a direct and indirect effect on those expectancies; and advertising plays a more important role on underage audience intentions to consume alcohol.
The findings demonstrate that consumption intention among adolescents and young adults is affected by parents, peers and advertising. However, each social agent has a differential effect on young people.
This research highlights the importance of strict regulation (or even restriction) on alcoholic advertising to reduce the effect on youth.
The paper develops a comprehensive model to explain some (of the many) relationships underlying alcohol consumption among young people.
