Impact of alcohol promoting and alcohol warning advertisements on alcohol consumption, affect, and implicit cognition in heavy drinking young adults: a laboratory-based randomized controlled trial
Journal article
Stautz, K, Albery, IP, Frings, D, Moss, AC and Marteau, T (2016). Impact of alcohol promoting and alcohol warning advertisements on alcohol consumption, affect, and implicit cognition in heavy drinking young adults: a laboratory-based randomized controlled trial. British Journal of Health Psychology. 22 (1), pp. 128-150. https://doi.org/10.1111/bjhp.12221
| Authors | Stautz, K, Albery, IP, Frings, D, Moss, AC and Marteau, T |
|---|---|
| Abstract | Objectives: There is sparse evidence regarding the effect of alcohol advertising exposure on alcohol consumption among heavy drinkers. This study aimed to assess the immediate effects of alcohol promoting and alcohol warning video advertising on objective alcohol consumption in heavy drinking young adults, and to examine underlying processes. Design: Between-participants randomized controlled trial with three conditions. Methods: Two hundred and four young adults (aged 18-25) who self-reported as heavy drinkers were randomized to view one of three sets of 10 video advertisements that included either: (i) alcohol promoting, (ii) alcohol warning, or (iii) non-alcohol advertisements. The primary outcome was the proportion of alcoholic beverages consumed in a sham taste test. Affective responses to advertisements, implicit alcohol approach bias, and alcohol attentional bias were assessed as secondary outcomes and possible mediators. Typical alcohol consumption, internet use, and television use were measured as covariates. Results: There was no main effect of condition on alcohol consumption. Participants exposed to alcohol promoting advertisements showed increased positive affect and an increased approach/reduced avoidance bias towards alcohol relative to those exposed to non-alcohol advertisements. There was an indirect effect of exposure to alcohol warning advertisements on reduced alcohol consumption via negative affect experienced in response to these advertisements. Conclusions: Restricting alcohol promoting advertising could remove a potential influence on positive alcohol-related emotions and cognitions among heavy drinking young adults. Producing alcohol warning advertising that generates negative emotion may be an effective strategy to reduce alcohol consumption. |
| Year | 2016 |
| Journal | British Journal of Health Psychology |
| Journal citation | 22 (1), pp. 128-150 |
| Publisher | Wiley |
| ISSN | 1359-107X |
| Digital Object Identifier (DOI) | https://doi.org/10.1111/bjhp.12221 |
| Web address (URL) | https://onlinelibrary.wiley.com/doi/full/10.1111/bjhp.12221 |
| Funder/Client | Department of Health Policy Research Program (Policy Research Unit in Behaviour and Health) |
| National Institute for Health Research (School for Public Health Research) | |
| Department of Health | |
| National Institute for Health Research | |
| Publication dates | |
| 11 Nov 2016 | |
| Publication process dates | |
| Deposited | 12 Jan 2017 |
| Accepted | 25 Oct 2016 |
| Publisher's version | License File Access Level Open |
| Accepted author manuscript | License File Access Level Open |
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| License: CC BY-NC 4.0 | ||
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Accepted author manuscript
| Stautz Frings Albery Moss Marteau in press.docx | ||
| License: CC BY-NC 4.0 | ||
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