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Challenge

Abstract

African Americans are only 14 percent of the U.S. population but consume 30 percent of all malt liquor beer (MLB). MLB typically has 1.5 times the alcohol content of regular beer and is disproportionately marketed to African Americans. Despite this fact, patterns of high alcohol content beverage consumption among African Americans have had little empirical investigation. This study seeks to determine the frequency of MLB drinking, influences associated with MLB use, and MLB knowledge among 150 African American men chosen from randomly selected barbershops. Results of this study support the hypothesis that infrequent heavier drinkers prefer the larger container sizes although they are unclear about the intoxication power of MLB. Factors influencing MLB consumption also varied by drinking style. Moderate MLB drinkers were more influenced by billboard ads than both heavy and very heavy MLB drinkers.

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