| The aim of the proposed project is to test the effects of alcohol portrayal in films, soaps and advertisements on actual drinking behaviour of young people. Experimental observational methods in naturalistic settings will be used to test our hypotheses. Specifically, we test whether individuals imitate drinking of characters on screen and whether they are inspired to drink when confronted with alcohol cues. Further, we test whether identification with characters and genetic susceptibility for alcohol cues affect the magnitude of imitation |
