Effect of Alcohol Advertising on College Students' Drinking
This experimental study found that viewing alcohol advertising did not lead to higher alcohol consumption among young college men.
Subjects were randomly assigned to either a group that watched a one hour movie that had three alcohol advertising breaks or to a group that watched the same movie without any alcohol advertising.
Weekly drinking, problem drinking, positive and arousal expectancies of alcohol, ad recall, attitudes and skepticism toward the ads were tested as moderators. However, no moderating effects between advertising condition (ads vs no ads) and the individual factors on alcohol consumption were found.
The researchers concluded that alcohol advertising did not lead to higher alcohol consumption in young men while watching a movie.
- Koordeman, R., Anschutz, D.J., and Engels, R.C. The effect of alcohol advertising on immediate alcohol consumption in college students: an experimental study. Alcoholism: Clinical & Experimental Research, October 21, 2011 DOI: 10.1111/j.1530-0277.2011.01655.x
filed under: Advertising
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