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Alcohol Promotional Clothing Items and Alcohol Use by Underage Consumers

Jane E. Workman

Southern Illinois University

Objectives of this study were to examine ownership and visibility of alcohol promotional clothing items (APCIs) and association between APCI ownership and alcohol use. Participants were 154 females and 106 males in grades 7 through 12; 76.3% had tried drinking alcohol; more than 36% owned an APCI, most commonly T-shirts and hats. Although only 5% wore an APCI to school, more than 50% reported seeing one at school. There was a difference among groups: 83.9% of established drinkers, 36.2% of susceptible experimental drinkers, 33.3% of susceptible nondrinkers, 28.9% of nonsusceptible experimental drinkers, and 17.5% of nonsusceptible nondrinkers owned APCIs. Participants who received an APCI from a parent were more likely to perceive that their parents approved of them drinking.

Key Words: alcohol promotional clothing items • underage alcohol consumption

Family and Consumer Sciences Research Journal, Vol. 31, No. 3, 331-354 (2003)
DOI: 10.1177/1077727X02250140
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