Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/2107
Title: Effects of beer advertisings on youth's intention towards alcohol consumption.
Authors: Yu, Angela Yah Kie.
Keywords: DRNTU::Social sciences::Communication::Promotional communication
DRNTU::Business::Marketing
Issue Date: 2006
Abstract: The purpose of this paper is to study the effects of televised beer advertisements on youth's intention to drink as an adult. In previous media effect studies, media were found to shape the audience's worldview. The literature review examines several theories with regards to alcohol consumption, including the theory of brand capital, consumer demand theory, decision theory, subjective expected utility theory, the theory of reasoned action, social cognitive theory and theory of planned behaviour. A model is proposed, which the youths' intention towards alcohol consumption (which is mediated by four psychological factors - positive outcome expectancies, negative outcome expectancies, positive social effects and low self-efficacy of alcohol avoidance in the social cognitive theory) - is hypothesised to be influenced by exposure to beer advertising.
URI: http://hdl.handle.net/10356/2107
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Theses

Files in This Item:
File Description SizeFormat 
AngelaYuYahKie06.pdf
  Restricted Access
7.43 MBAdobe PDFView/Open

Google ScholarTM

Check

Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.