Effects of showing risk in beer commercials to young drinkers

Lara Zwarun, Daniel Linz, Miriam Metzger, Dale L Kunkel

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

An experiment assessed the effects of exposing college students to beer commercials with images of activities that would be dangerous to undertake while drinking. Those exposed to the ads were more likely to believe in the social benefits of drinking than those not exposed, particularly among males. Those participants who reported seeing people engaged in risky activities as well as drinking beer had an increased tolerance for drunk driving. The findings suggest that the imagery in beer commercials can contribute to beliefs about alcohol that predict drinking and to an increased acceptance of dangerous drinking behavior.

Original languageEnglish (US)
Pages (from-to)52-77
Number of pages26
JournalJournal of Broadcasting and Electronic Media
Volume50
Issue number1
DOIs
StatePublished - Mar 2006

Fingerprint

Beer
social benefits
tolerance
acceptance
alcohol
experiment
Alcohols
Students
student
Experiments

ASJC Scopus subject areas

  • Electrical and Electronic Engineering

Cite this

Effects of showing risk in beer commercials to young drinkers. / Zwarun, Lara; Linz, Daniel; Metzger, Miriam; Kunkel, Dale L.

In: Journal of Broadcasting and Electronic Media, Vol. 50, No. 1, 03.2006, p. 52-77.

Research output: Contribution to journalArticle

Zwarun, Lara ; Linz, Daniel ; Metzger, Miriam ; Kunkel, Dale L. / Effects of showing risk in beer commercials to young drinkers. In: Journal of Broadcasting and Electronic Media. 2006 ; Vol. 50, No. 1. pp. 52-77.
@article{97308282a401423a90c5780e80175fab,
title = "Effects of showing risk in beer commercials to young drinkers",
abstract = "An experiment assessed the effects of exposing college students to beer commercials with images of activities that would be dangerous to undertake while drinking. Those exposed to the ads were more likely to believe in the social benefits of drinking than those not exposed, particularly among males. Those participants who reported seeing people engaged in risky activities as well as drinking beer had an increased tolerance for drunk driving. The findings suggest that the imagery in beer commercials can contribute to beliefs about alcohol that predict drinking and to an increased acceptance of dangerous drinking behavior.",
author = "Lara Zwarun and Daniel Linz and Miriam Metzger and Kunkel, {Dale L}",
year = "2006",
month = "3",
doi = "10.1207/s15506878jobem5001_4",
language = "English (US)",
volume = "50",
pages = "52--77",
journal = "Journal of Broadcasting and Electronic Media",
issn = "0883-8151",
publisher = "Routledge",
number = "1",

}

TY - JOUR

T1 - Effects of showing risk in beer commercials to young drinkers

AU - Zwarun, Lara

AU - Linz, Daniel

AU - Metzger, Miriam

AU - Kunkel, Dale L

PY - 2006/3

Y1 - 2006/3

N2 - An experiment assessed the effects of exposing college students to beer commercials with images of activities that would be dangerous to undertake while drinking. Those exposed to the ads were more likely to believe in the social benefits of drinking than those not exposed, particularly among males. Those participants who reported seeing people engaged in risky activities as well as drinking beer had an increased tolerance for drunk driving. The findings suggest that the imagery in beer commercials can contribute to beliefs about alcohol that predict drinking and to an increased acceptance of dangerous drinking behavior.

AB - An experiment assessed the effects of exposing college students to beer commercials with images of activities that would be dangerous to undertake while drinking. Those exposed to the ads were more likely to believe in the social benefits of drinking than those not exposed, particularly among males. Those participants who reported seeing people engaged in risky activities as well as drinking beer had an increased tolerance for drunk driving. The findings suggest that the imagery in beer commercials can contribute to beliefs about alcohol that predict drinking and to an increased acceptance of dangerous drinking behavior.

UR - http://www.scopus.com/inward/record.url?scp=33745655232&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=33745655232&partnerID=8YFLogxK

U2 - 10.1207/s15506878jobem5001_4

DO - 10.1207/s15506878jobem5001_4

M3 - Article

VL - 50

SP - 52

EP - 77

JO - Journal of Broadcasting and Electronic Media

JF - Journal of Broadcasting and Electronic Media

SN - 0883-8151

IS - 1

ER -