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Alcohol advertising increases positive non-conscious alcohol attitudes in heavier drinkers

Alcohol advertising increases positive non-conscious alcohol attitudes in heavier drinkers

Alcohol marketing may increase alcohol consumption by strengthening positive non-conscious (implicit) attitudes towards alcohol, which may make impulsive alcohol drinking more likely. In a BHRU conducted online experiment, published in Alcohol and Alcoholism, 373 participants aged 18-40 from the general population viewed one of three sets of adverts: (a) alcohol promoting; (b) alcohol warning or (c) non-alcohol adverts.

Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study. Brown, KG, Stautz, K, Hollands, GJ, Winpenny, EM & Marteau, TM. Access full text.