The Impacts of Alcohol Marketing Communications on Cognitive, Affective, and Behavioral Responses among Thai Youth in Bangkok
Assistant Professor Dr. Nottakrit Vantamay

Abstract
This research is aimed to study the impacts of alcohol marketing communications on 3-stage responses (a cognitive stage, an affective stage, and a behavioral stage) among Thai youth in Bangkok. The 3-stage responses in this study included 6 variables: awareness, attitude toward alcoholic beverage consumption, attitude toward alcoholic beverages, attitude toward alcoholic beverage businesses, purchase intention to alcoholic beverages, and alcohol consumption behavior. Survey research using self-administered questionnaires by multi-stage sampling with 450 Thai undergraduate youths in Bangkok was used in this study. Descriptive statistics, simple regression analysis (SRA), multiple regression analysis (MRA), simple logistic regression analysis (SLRA), and multiple logistic regression analysis (MLRA) at the 0.05 level of statistical significance were used for analyzing the data. The research findings can be concluded that ten alcohol marketing communications tools including 1) mass media advertising, 2) outdoor advertising, 3) in-store media advertising, 4) public relations, 5) personal selling, 6) sponsorship, 7) sales promotion, 8) online marketing, 9) direct marketing, and 10) event marketing affected all 3-stage responses among Thai undergraduate youth in Bangkok significantly. Evidences from this study suggest that alcohol advertising and other alcohol promotions to young people should be limited. As a result, this study is very beneficial for policy makers and public health organizations in all countries, especially in Thailand, for preventing alcohol consumption among youth more effectively.

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