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The Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study

AIMS: To assess the immediate effect of alcohol promoting and alcohol warning advertisements on implicit and explicit attitudes towards alcohol and on alcohol seeking behaviour. METHODS: We conducted a between-participants online experiment in which participants were randomly assigned to view one of...

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Autores principales: Brown, Kyle G., Stautz, Kaidy, Hollands, Gareth J., Winpenny, Eleanor M., Marteau, Theresa M.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Oxford University Press 2016
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4830406/
https://www.ncbi.nlm.nih.gov/pubmed/26391367
http://dx.doi.org/10.1093/alcalc/agv104
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author Brown, Kyle G.
Stautz, Kaidy
Hollands, Gareth J.
Winpenny, Eleanor M.
Marteau, Theresa M.
author_facet Brown, Kyle G.
Stautz, Kaidy
Hollands, Gareth J.
Winpenny, Eleanor M.
Marteau, Theresa M.
author_sort Brown, Kyle G.
collection PubMed
description AIMS: To assess the immediate effect of alcohol promoting and alcohol warning advertisements on implicit and explicit attitudes towards alcohol and on alcohol seeking behaviour. METHODS: We conducted a between-participants online experiment in which participants were randomly assigned to view one of three sets of advertisements: (a) alcohol promoting, (b) alcohol warning, or (c) unrelated to alcohol. A total of 373 participants (59.5% female) aged 18–40 (M = 28.03) living in the UK were recruited online through a research agency. Positive and negative implicit attitudes and explicit attitudes towards alcohol were assessed before and after advertisements were viewed. Alcohol seeking behaviour was measured by participants' choice of either an alcohol-related or non-alcohol-related voucher offered ostensibly as a reward for participation. Self-reported past week alcohol consumption was also recorded. RESULTS: There were no main effects on any of the outcome measures. In heavier drinkers, viewing alcohol promoting advertisements increased positive implicit attitudes (standardized beta = 0.15, P = 0.04) and decreased negative implicit attitudes (standardized beta = −0.17, P = 0.02). In heavier drinkers, viewing alcohol warning advertisements decreased negative implicit attitudes (standardized beta = −0.19, P = 0.01). CONCLUSIONS: Viewing alcohol promoting advertisements has a cognitive impact on heavier drinkers, increasing positive and reducing negative implicit attitudes towards alcohol. Viewing alcohol warning advertisements reduces negative implicit attitudes towards alcohol in heavier drinkers, suggestive of a reactance effect.
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spelling pubmed-48304062016-04-14 The Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study Brown, Kyle G. Stautz, Kaidy Hollands, Gareth J. Winpenny, Eleanor M. Marteau, Theresa M. Alcohol Alcohol Policy and Prevention AIMS: To assess the immediate effect of alcohol promoting and alcohol warning advertisements on implicit and explicit attitudes towards alcohol and on alcohol seeking behaviour. METHODS: We conducted a between-participants online experiment in which participants were randomly assigned to view one of three sets of advertisements: (a) alcohol promoting, (b) alcohol warning, or (c) unrelated to alcohol. A total of 373 participants (59.5% female) aged 18–40 (M = 28.03) living in the UK were recruited online through a research agency. Positive and negative implicit attitudes and explicit attitudes towards alcohol were assessed before and after advertisements were viewed. Alcohol seeking behaviour was measured by participants' choice of either an alcohol-related or non-alcohol-related voucher offered ostensibly as a reward for participation. Self-reported past week alcohol consumption was also recorded. RESULTS: There were no main effects on any of the outcome measures. In heavier drinkers, viewing alcohol promoting advertisements increased positive implicit attitudes (standardized beta = 0.15, P = 0.04) and decreased negative implicit attitudes (standardized beta = −0.17, P = 0.02). In heavier drinkers, viewing alcohol warning advertisements decreased negative implicit attitudes (standardized beta = −0.19, P = 0.01). CONCLUSIONS: Viewing alcohol promoting advertisements has a cognitive impact on heavier drinkers, increasing positive and reducing negative implicit attitudes towards alcohol. Viewing alcohol warning advertisements reduces negative implicit attitudes towards alcohol in heavier drinkers, suggestive of a reactance effect. Oxford University Press 2016-05 2015-09-20 /pmc/articles/PMC4830406/ /pubmed/26391367 http://dx.doi.org/10.1093/alcalc/agv104 Text en © The Author 2015. Medical Council on Alcohol and Oxford University Press. http://creativecommons.org/licenses/by/4.0/ This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.
spellingShingle Policy and Prevention
Brown, Kyle G.
Stautz, Kaidy
Hollands, Gareth J.
Winpenny, Eleanor M.
Marteau, Theresa M.
The Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study
title The Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study
title_full The Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study
title_fullStr The Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study
title_full_unstemmed The Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study
title_short The Cognitive and Behavioural Impact of Alcohol Promoting and Alcohol Warning Advertisements: An Experimental Study
title_sort cognitive and behavioural impact of alcohol promoting and alcohol warning advertisements: an experimental study
topic Policy and Prevention
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4830406/
https://www.ncbi.nlm.nih.gov/pubmed/26391367
http://dx.doi.org/10.1093/alcalc/agv104
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