¹Institute for Behavioral Research, University of Twente, Enschede, The Netherlands

Correspondence: Joris van Hoof, Faculty of Behavioral Sciences, Department of Technical and Professional Communication, University of Twente, PO Box 217, 7500 AE Enschede, The Netherlands. E-mail: j.j.vanhoof@utwente.nl

Abstract

Adolescents' alcohol-related attitudes and behaviors may be affected by marketing efforts of the alcohol industry, retailers, and the catering industry. Most research has focused on the effects of commercials and media exposure. This article investigates another aspect of alcohol marketing in the Netherlands: the use of alcohol discounts by cafés. The prevalence of alcohol discounts was studied using unobtrusive café observations and website content analysis. It is estimated that 39% of the cafés offer some kind of cash discount for alcoholic beverages. The effects of alcohol discounts were investigated in a survey among adolescents (14–17 years old, N=409). Adolescents reported using alcohol discounts eight times a year, and consuming more alcohol when discounts were offered. Alcohol discounts, however, do not attract adolescents to visit particular cafés and/or to spend more money when going out. No differences were found between minors (16–17 years) and underage adolescents (14–15 years).