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The Alcohol Perception (AP) Project: A Study of the Perceptions of Adolescents toward Alcohol

Four million individuals under the age of 21 admit to consuming alcohol in any given month. This is a significant statistic considering alcohol is responsible for most health problems related to drugs among adolescents. Research has shown that the high influence of alcohol advertising may encourage adolescents to emulate the behaviors seen in alcohol commercials. Further, those who begin drinking before age 13 are seven times more likely to consume 4+ drinks at least 6 times a month. The authors sought to show causality between the positive social perception of alcohol and the ability to influence drinking behavior. Survey findings of the study suggest that adolescents are more likely to be influenced by those who drink than those who do not. Therefore, measures to change this perception (in order to avert addiction and disease) must be put in place at an early age, much as they are (at both the academic and professional level) for combating tobacco.