A comparison of advertising, social, and cognitive predictors of adolescent and adult risk behaviors

From a public policy and societal perspective, no topic in consumer behavior garners more attention than tobacco, alcohol, and illicit drug use. Thus, the aim of this research study was to determine the underlying factors and mechanisms that contribute to the development of consumer risk behaviors. Yet, unlike previous research efforts that focused primarily on a single factor of influence, the purpose of this research study was to determine if four social cognitive factors provide enhanced insight into the development of risk behavior above and beyond that offered by a single source of influence. Specifically, this research study examined the relative explanatory power of advertising, social, and cognitive predictors across multiple risk behaviors (i.e., tobacco use, alcohol use, and overeating).; Overall, the results of this research study are generally consistent with previous research examining the socialization processes as it relates to consumer risk behavior. Specifically, the findings suggest that (1) although advertising media alone may have a significant effect on adolescent risk behaviors, such effects are largely neutralized by parental influence, peer influence, and self-efficacy beliefs, (2) peer and parental influence strongly predicts consumer decisions regarding risky behavior during adolescence, however parental influence wanes as individuals reach adulthood, and (3) self-efficacy is a significant predictor of all three adult risk behaviors, while adolescent self-efficacy beliefs may only affect decisions to engage in risk behavior considered to be socially unacceptable or inappropriate.; The results of this research suggest that a collaborative effort between the individual, advertising agencies, and parental and peer figures is necessary to reduce risk behaviors among today's youth. From a social cognitive perspective, the key to adolescent risk prevention lies in making risk behavior of parental and peer modeling agents less salient and enhancing adolescent's self-efficacy refusal skills. In addition, risk prevention and intervention programs should be tailored to account for socialization process effects based on age, gender, social class, and ethnic identification.