Alcohol marketing also can lead to youth and young adults developing alcohol brand preferences (Albers et al. 2014; Ross et al. 2015), which can influence their reports of alcohol consumption (Roberts et al. 2014). For example, youth reported on average 11 more drinks per month when responding to an online survey that used brand-specific measures compared with a survey using more general alcohol measures (Roberts et al. 2014). The relationship between alcohol brand receptivity and alcohol brand consumption also has been linked to whether and when adolescents begin to binge drink (Morgenstern et al. 2014).
