Relationship Between Subliminal Advertisement, Social Influence and Alcohol consumption Among Thai Adolescents: A Community-Based Cross-sectional Study in Nakonratchasima Province
Keywords:
Subliminal Advertisement, Alcohol consumption, Social Influence, AdolescentAbstract
Alcohol consumption among adolescent is a major public health problem because alcohol directly affects the development of the brain that is related to learning, logical and analytical thinking, decision-making, and self-control. The part of the brain naturally develops until age 25. Drinking behavior is mainly related to individual vulnerability factors and societal vulnerability factors. Understanding the effects of these two factors on drinking behavior among adolescents may provide valuable information to formulate preventative measures against alcohol consumption among the young generation. This community-based cross-sectional study was conducted to examine the prevalence of alcohol consumption and to identify associations between subliminal advertisement, social influence, and alcohol consumption among Thai adolescents. A total of 540 adolescents aged 15-18 years old were sampled by a stratified two stages cluster probability proportional to size technique. Multinomial logistic regression was used to associate between socio-behavioral factors and alcohol consumption among Thai adolescents. Data were collected using a structure questionnaire from April to August 2021.
All 540 adolescents participated in this study (100% response rate). Of them, 35% are current drinkers, and 31.2% of current drinkers are harmful drinkers. We found more current drinkers among males 37.3% than females (37.3% VS 25.9%). Age at first drink among males was younger than females (13 VS 14 years old). Alcohol accessibility was related to the level of alcohol consumption in low-risk drinking (Adj OR = 2.28; 95%CI: 1.78-2.93), and hazardous and harmful drinking (Adj OR = 2.97; 95%CI: 2.07-4.26), attitude toward alcohol drinking was related to the level of alcohol consumption in hazardous and harmful drinking (Adj OR = 3.04; 95%CI: 1.51-6.15)
The greatest impact on the level of alcohol consumption in adolescents is alcohol accessibility and attitudes toward alcohol-drinking behavior which align with the concept of consumer behavior. The crucial measures to prevent Thai adolescence from drinking are to strengthen law enforcement, reduce accessibility to alcohol. At the same time, cultivate proper attitude towards alcohol-drinking behaviors using influencers or role model among adolescents are needed in order to enhance self-esteem to make appropriate decisions to alcohol-drinking.
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