Glock Sabine, Klapproth Florian, Müller Barbara C N
University of Wuppertal, Germany.
Ludwigsburg University of Education, Ludwigsburg, Germany.
Br J Health Psychol. 2015 Sep;20(3):482-97. doi: 10.1111/bjhp.12130. Epub 2014 Dec 22.
Rigorous tests are not usually applied to determine whether mass media campaigns that promote responsible drinking are useful, that is whether they lead to responsible drinking or not. In two experiments, we investigated the effectiveness of a mass media campaign that runs in Germany since 2009. This campaign used posters, which emphasized negative alcohol-related outcome expectancies and challenged the positive expectancies. Based on models of alcohol use, we investigated the influence of the campaign on alcohol-related outcome expectancies, implicit and explicit attitudes, and drinking intentions.
In Experiment 1, we investigated alcohol-related outcome expectancies via ratings and response latencies among 81 young adult light drinkers. Employing an affective priming task, Experiment 2 was designed to assess implicit attitudes before and after mass media campaign exposure among 83 young adult light drinkers. In both experiments, the effects of the posters were investigated before and after poster exposure as well as compared to a control group.
Experiment 1 revealed that the campaign affected only the implicit associations of young adult drinkers, whereas explicit outcome expectancies remained unaffected. Experiment 2 showed that implicit attitudes towards alcohol were turned into more negative ones, but explicit attitudes as well as drinking intentions were not influenced.
The mass media campaign was deemed effective even though its influence occurred on an implicit level. This research highlights the need for experimental investigations of mass media campaigns. Reasons that the findings were obtained on an implicit but not on an explicit level are discussed.
通常不会采用严格的测试来确定推广适度饮酒的大众媒体宣传活动是否有用，即这些活动是否能促成适度饮酒。在两项实验中，我们调查了自2009年起在德国开展的一场大众媒体宣传活动的效果。该活动使用了海报，这些海报强调了与酒精相关的负面预期结果，并对正面预期提出了质疑。基于饮酒行为模型，我们研究了该活动对与酒精相关的预期结果、隐性和显性态度以及饮酒意图的影响。
在实验1中，我们通过对81名年轻成年轻度饮酒者的评分和反应潜伏期来调查与酒精相关的预期结果。实验2采用情感启动任务，旨在评估83名年轻成年轻度饮酒者在接触大众媒体宣传活动前后的隐性态度。在这两项实验中，我们都在海报曝光前后对海报的效果进行了调查，并与对照组进行了比较。
实验1表明，该活动仅影响了年轻成年饮酒者的隐性联想，而显性预期结果未受影响。实验2表明，对酒精的隐性态度变得更加消极，但显性态度和饮酒意图并未受到影响。
尽管大众媒体宣传活动的影响发生在隐性层面，但仍被认为是有效的。这项研究凸显了对大众媒体宣传活动进行实验性调查的必要性。我们还讨论了研究结果是在隐性而非显性层面获得的原因。
