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.
AuthorsStautz, 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.

Year2016
JournalBritish Journal of Health Psychology
Journal citation22 (1), pp. 128-150
PublisherWiley: 12 months
ISSN1359-107X
Digital Object Identifier (DOI)doi:10.1111/bjhp.12221
FunderDepartment 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
Print11 Nov 2016
Publication process dates
Deposited12 Jan 2017
Accepted25 Oct 2016
Accepted author manuscript
License
CC BY-NC 4.0
Publisher's version
License
CC BY-NC 4.0
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https://openresearch.lsbu.ac.uk/item/87184

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