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Related Experiment Videos

Environmental Context Influences Visual Attention to Responsible Drinking Messages.

Daniel Frings1, Antony C Moss1, Ian P Albery1

  • 1School of Applied Sciences, Division of Psychology, London South Bank University, 103 Borough Road, London SE1 0AA, UK.

Alcohol and Alcoholism (Oxford, Oxfordshire)
|October 18, 2017
PubMed
Summary
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Responsible drinking messages (RDMs) were less effective in environments with many alcohol cues. Optimal placement for RDMs is in areas with minimal alcohol-related cues to maximize their impact on drinking behavior.

Area of Science:

  • Public Health
  • Behavioral Science
  • Psychology

Background:

  • Responsible drinking messages (RDMs) are widely used to curb alcohol-related harms.
  • The effectiveness of RDMs, particularly in diverse environmental contexts, remains under-researched.
  • Environmental factors, such as alcohol cue density, may influence RDM efficacy.

Purpose of the Study:

  • To investigate the impact of environmental context on attention to RDMs.
  • To determine if environmental alcohol cues affect RDM efficacy in reducing consumption.
  • To identify optimal placement strategies for RDMs.

Main Methods:

  • A pseudo taste preference task was conducted in two laboratory settings: a bar laboratory (high alcohol cues) and a traditional laboratory (low alcohol cues).

Related Experiment Videos

  • One hundred participants were exposed to either RDM or control posters.
  • Eye-tracking technology was employed to measure visual attention to the posters.

    • Main Results:

    • Participants paid less attention to RDMs in the alcohol-cue-rich bar laboratory compared to the sparse traditional laboratory.
    • Neither poster type nor environmental context significantly altered alcohol consumption.
    • Visual attention to RDMs did not correlate with alcohol consumption levels.

    Conclusions:

    • RDMs may not effectively reduce in-situ alcohol consumption as intended.
    • Alcohol-cue-rich environments may lead to reduced engagement with RDMs.
    • RDMs are potentially most effective when placed in environments with minimal alcohol cues.