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- Creators: Barrett, The Honors College
- Creators: Patock-Peckham, Julie
This project investigated how alcohol might affect rates of Intimate Partner Aggression (IPA) within Hispanic populations specifically. Hispanics have the highest rates of IPA broadly speaking in the U.S., and I decided that further insight could be gleaned on why this might be by looking into how alcohol consumption might affect these rates. Data were gathered from Project IDEA, the research fellowship which this thesis piggybacked off of. Project IDEA was a survey asking couples about their drinking habits and relationship dynamics for the purpose of collecting more data on the connection between alcohol and IPA. My thesis focused more specifically on the Hispanic members of the sample. Ultimately, I found that Hispanics tend to engage in more heavy episodic drinking (i.e., drinking more in one sitting) than non-Hispanics, that heavy episodic drinking was positively correlated with IPA, and that Hispanics engaged more in all forms of IPA except for psychological perpetration than non-Hispanics. This essentially tells me that heavy episodic drinking might have something to do with the higher rates of IPA in Hispanic populations, but there is no definite causal relationship, and more research has to be done in this area.
Through research into Generation Z (Gen Z) as a consumer group, influencer marketing tactics and current usage, and the alcohol industry as a whole, I have worked to identify how alcohol brands can use influencer marketing to capitalize on Gen Z profits as Gen Z increasingly ages over 21 years old. Gen Z is a very connected generation of digital natives that value deals, honesty, sustainability, and activism from brands. Influencer marketing is a form of digital word of mouth marketing in which brands partner with or hire established influencers and work with them to expose their brand name and products to the influencer’s audience directly in hopes to reach the brand’s target audience. Influencer marketing is effective for Gen Z consumers because advertisements are easily scrolled past on most social networking sites, and influencer marketing is viewed as more honest and less intrusive to consumers. The alcohol industry should take advantage of the benefits of using influencer marketing to appeal to Gen Z consumers now and in the future as an increasing percentage of this generation is of legal drinking age. There are many rules and regulations set out by government organizations, other voluntary organizations and nonprofits, and social media websites that limit advertising of alcoholic products. Alcohol advertising is also regulated by individual social media policies as well. Brands should remain cognizant of these limitations, but work with influencers to build a Gen Z consumer base now as Gen Z members are growing up. Based on Gen Z values, there are a few recommendations to consider. Alcohol brands should stay away from unnecessary additives and colorings, be respectful of the cultural roots of the type(s) of alcohol they sell, use affiliate marketing programs and promotional codes with influencers, interact with other beverage brands on social media, and send product to influencers for honest reviews to appeal to Gen Z consumers.
Hyper-arousal theory presumes that experiencing trauma can increase one’s sense of fight or flight responses or generalized sense of arousability (Riemann et al., 2010). While this theory has been examined in studies regarding insomnia (e.g. Schwandt et al., 2013) it has yet to be examine with dysregulated drinking outcomes such as impaired control over alcohol use. Impaired control over alcohol use (IC) reflects drinking beyond one’s own self-proscribed limits for one’s own drinking behaviors (Heather et al., 1993). According to multiple review papers on the topic (Leeman et al., 2012; 2014), IC is an understudied topic regarding alcohol use disorders (AUDs). Thus, we sought to explore a pathway from facets of childhood trauma (emotional, physical, & sexual abuse, & neglect) versus a supportive family to arousability to drinking outcomes (i.e. IC, alcohol use, & alcohol-related problems). Method: We fit a multiple-group structural equation model with 835 (368 women/ 467 men) university student volunteers. As our model failed the overall invariance test, χ2Δ (20 df) = 55.788, p < .001, we allowed our hypothesized model to moderate on sex. Results: The direct link from sexual abuse to both IC and alcohol-related-problems was stronger for men than women. Emotional abuse was directly linked to higher levels of arousability among women, whereas an emotionally supportive family was related to lesser degrees of arousability among men. Impaired control mediated the indirect link between higher levels of arousability and alcohol use for both sexes. Impaired control also mediated the indirect link between physical neglect and alcohol-related problems among both sexes. Higher levels of emotional abuse were indirectly linked to both more alcohol use & problems through increased arousability and in turn, more IC among women. Higher levels of sexual abuse were indirectly linked to more alcohol problems through higher degrees of impaired control among men. Conclusions: We found evidence in favor of the Hyper-arousability Theory regarding dysregulated drinking with a direct link between arousability and IC. While physical neglect appears to affect both sexes drinking behaviors, emotional abuse may play a stronger role for women than men, while sexual abuse may play a stronger role among men.
The purpose of this study was to examine the effectiveness of emotion regulation interventions during a story about the perpetration of sexual assault from Dr. Davis’ Project ERIS and to determine if participants dissociated from the protagonist of the story based on their intervention or beverage group.