20 March 2010


Researchers at the State University of New York at Buffalo, Research Institute on Addictions. are conducting a malt liquor study, with funding from the NIAAA. The description below is from the RIA webpage. Collins/Bradizza 40 oz. Views: Alcohol Expectancies for Malt Liquor: This three-year study developed and tested the psychometric properties of a measure of beliefs about the effects of malt liquor. Malt liquor typically is marketed to younger, hip consumers and is sold in large volume containers (e.g. 40 oz) that cannot be resealed, thereby encouraging heavy drinking. Young adults (age 18 to 30 years) who regularly consumed malt liquor were identified by using computer-assisted telephone interviews. Some participated in focus groups designed to identify beliefs about malt liquor and the contexts in which it is consumed. Questionnaires were administered to approximately 600-800 participants. Results to be released soon.Funded by a $468,333 award from NIAAA, 2001-2005. How does one "administer" a questionnaire? They make it sound like a medical procedure. Anyway, the researchers in Buffalo should spend some time with the older, unhip consumers who hang out in front of the abandoned church at 12th and Elm. Here the drinkers --- I mean, consumers --- are more concerned with cost effectiveness. They have little or no money, so malt liquor gives them the most bang for their limited buck. It has a higher alcohol content than beer, but sadly, less alcohol than whiskey. The NIAAA, by the way, is the National Institute on Alcohol Abuse and Alcoholism. It's a division of the National Institute of Health. Their website is http://niaaa.nih.gov. While the consumer demographic might not match who the marketing targets, the researchers did hit the bullseye with their conclusion that malt liquor encourages heavy drinking. Not causes, of course, but encourages.

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All original text (C) 2007, 2008 David J. Carney. All rights reserved.

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