EMA_Normalization of Alcohol Drinking in Young Adults

This proposed study aims to evaluate incentive strategies on compliance rate of EMA, assess young adults' exposure to alcohol marketing, and its effect on receptivity outcomes, belief in normalization of alcohol drinking and alcohol consumption. The objectives are:To compare the compliance rate of EMA between participants receiving one-off bonus and incremental incentive and receiving incremental incentive only.To assess the association between exposure to alcohol marketing and drinking normalization, in terms of perceived popularity (descriptive norm), perceived social approval (injunctive norm) and positive expectancy.To assess the association between exposure to alcohol marketing and alcohol consumption.To assess the association between exposure frequency and receptivity to alcohol marketing.To assess the association between receptivity to alcohol marketing and drinking normalization.To assess the association between receptivity to alcohol marketing and alcohol consumption.To explore factor structure of perceived popularity (descriptive norm), perceived social approval (injunctive norm) and positive expectancy.To analyse drinking normalization effect in mediating the association between exposure to alcohol marketing, and alcohol consumption, and between receptivity and alcohol consumption.

Inclusion Criteria:Own a mobile smartphone with internet accessDrank any alcohol in past 30 days (current drinkers)Will be in Hong Kong during the 3-week EMA study periodAble to read and write in Chinese.Exclusion Criteria:Did not drink any alcohol in the past 30 daysWill not be in Hong Kong during the study period