http://medicalxpress.com/ en-us Medical Xpress internet news portal provides the latest news on Health and Medicine. While exposure to alcohol marketing is prevalent, and associated with both initiation and progression of alcohol use in underage youth, exactly how it works is not well understood. A new study of alcohol-specific cognitions – whether someone thinks of him/herself as a drinker or having a favorite brand of alcohol – has found that drinker identity and brand allegiance are indeed factors linking alcohol marketing and problematic drinking among experimental underage drinkers. http://medicalxpress.com/news/2012-12-alcohol-drinker-identity-brand-allegiance.html Addiction Fri, 14 Dec 2012 16:00:15 EST news274696196