EMA and Content Analysis for Alcohol Marketing in Hong Kong In-school Adolescents

The proposed study aims to assess adolescents' exposure to alcohol marketing and its effect on drinking attitudes and drinking behaviors. The three main research questions: 1. Is exposure to alcohol marketing associated with drinking attitude (perceive popularity, perceive social approval, positive expectancies)? 2. What are the contents of alcohol marketing that establish the brand capital of alcohol beverages in Hong Kong? 3. Does the brand capital of alcohol beverages mediate the relationship between (a) exposure to alcohol marketing and drinking attitudes? (b) exposure to alcohol marketing and alcohol consumption?