Effects of showing risk in beer commercials to young drinkers

Lara Zwarun, Daniel Linz, Miriam Metzger, Dale Kunkel

Research output: Contribution to journalReview article

10 Scopus citations

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 1 2006

ASJC Scopus subject areas

  • Communication

Fingerprint Dive into the research topics of 'Effects of showing risk in beer commercials to young drinkers'. Together they form a unique fingerprint.

  • Cite this