Sources and Influences of Young School-Age Children's General and Brand-Specific Knowledge About Alcohol

Abstract

A convenience sample of 7- to 12-year-old children (N = 213) and parents (N = 276) showed considerable general and brand-specific knowledge about alcohol among children; nearly half tasted alcohol. Use of the mass media for alcohol information predicted general knowledge about alcohol, with reliance on par- ents and parental mediation of television having no effect. General knowledge predicted lower expectancies for alcohol, but expectancies did not predict drinking. Parental mediation of television predicted brand-specific knowledge, which, along with liking alcohol commercials, predicted drinking. General knowledge did not predict drinking and few age differences existed. The data suggest that prevention programs must target even the youngest school-age children and also must target parents to teach critical-viewing, problem-solv- ing, and social-resistance skills.