The purpose of this study was to examine ownership, visibility, and association with alcohol use of alcohol promotional clothing items (APCIs). Participants were 180 male and 140 female university students; 96.3% had tried drinking alcohol. Almost 45% of participants owned an APCI with t‐shirts and hats being the most commonly owned items. Participants who owned APCIs differed in alcohol use from non‐owners. Participants who had received an APCI from their parents were likely to perceive that their parents approved of them drinking. The presence of alcohol promotional clothing items contributes to the already saturated pro‐drinking social context prevalent on college campuses. Empirical studies establishing a link between alcohol use and APCIs can support proposals to restrict production and distribution of APCIs.
Analyses of Social Issues & Public Policy – Wiley
Published: Dec 1, 2004