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Alcohol consumption while viewing alcoholic beverage advertising.

D McCarty, J A Ewing

    The International Journal of the Addictions
    |October 1, 1983
    PubMed
    Summary

    Alcohol advertising did not increase drinking quantity or speed. However, viewing ads after an initial drink led to higher alcohol consumption and blood alcohol levels, suggesting ads may encourage continued drinking.

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    Area of Science:

    • Behavioral Science
    • Psychology of Advertising
    • Alcohol Consumption Studies

    Background:

    • Understanding the impact of alcohol advertising on drinking behavior is crucial.
    • Previous research suggests potential links between advertising exposure and consumption patterns.

    Purpose of the Study:

    • To test hypotheses on how alcohol advertising influences drinking behavior.
    • Specifically, to examine if ads cue drinking, speed up consumption, or have greater impact when individuals are already drinking.

    Main Methods:

    • Experimental design involving participants viewing alcoholic beverage advertisements.
    • Measurement of liquor quantity poured and drinking rate.
    • Assessment of blood alcohol concentrations in relation to ad exposure timing and pre-drinking.

    Main Results:

    • Alcoholic beverage advertisements did not significantly increase the quantity of liquor poured or the rate of drinking.
    • Participants who consumed an alcoholic pre-drink and viewed alcohol advertisements second drank more and achieved higher blood alcohol concentrations.
    • This effect was more pronounced compared to those who viewed advertisements first after their pre-drink.

    Conclusions:

    • Alcohol advertising does not appear to universally increase drinking quantity or speed.
    • However, the timing of exposure matters; viewing ads after an initial alcoholic drink may encourage further consumption.
    • Distilled spirits advertisements might, in certain contexts, promote continued drinking behavior.

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