Kersbergen Inge, Field Matt
Department of Psychological Sciences, University of Liverpool.
Psychol Addict Behav. 2017 Jun;31(4):435-446. doi: 10.1037/adb0000284. Epub 2017 May 11.
Both alcohol advertising and public health campaigns increase alcohol consumption in the short term, and this may be attributable to attentional capture by alcohol-related cues in both types of media. The present studies investigated the association between (a) visual attention to alcohol cues and responsible drinking statements in alcohol advertising and public health campaigns, and (b) next-week drinking intentions (Study 1) and drinking behavior in the lab (Study 2). In Study 1, 90 male participants viewed 1 of 3 TV alcohol adverts (conventional advert; advert that emphasized responsible drinking; or public health campaign; between-subjects manipulation) while their visual attention to alcohol cues and responsible drinking statements was recorded, before reporting their drinking intentions. Study 2 used a within-subjects design in which 62 participants (27% male) viewed alcohol and soda advertisements while their attention to alcohol/soda cues and responsible drinking statements was recorded, before completing a bogus taste test with different alcoholic and nonalcoholic drinks. In both studies, alcohol cues attracted more attention than responsible drinking statements, except when viewing a public health TV campaign. Attention to responsible drinking statements was not associated with intentions to drink alcohol over the next week (Study 1) or alcohol consumption in the lab (Study 2). However, attention to alcohol portrayal cues within alcohol advertisements was associated with ad lib alcohol consumption in Study 2, although attention to other types of alcohol cues (brand logos, glassware, and packaging) was not associated. Future studies should investigate how responsible drinking statements might be improved to attract more attention. (PsycINFO Database Record
酒精广告和公共卫生宣传活动在短期内都会增加酒精消费，这可能归因于两种媒体中与酒精相关线索的注意力捕获。本研究调查了以下两者之间的关联：（a）在酒精广告和公共卫生宣传活动中对酒精线索和责任饮酒声明的视觉注意力，以及（b）下周的饮酒意图（研究1）和实验室中的饮酒行为（研究2）。在研究1中，90名男性参与者观看了3个电视酒精广告中的1个（传统广告；强调责任饮酒的广告；或公共卫生宣传活动；组间操纵），同时记录他们对酒精线索和责任饮酒声明的视觉注意力，然后报告他们的饮酒意图。研究2采用了组内设计，62名参与者（27%为男性）观看酒精和苏打水广告，同时记录他们对酒精/苏打水线索和责任饮酒声明的注意力，然后用不同的酒精饮料和非酒精饮料完成一个虚假的口味测试。在两项研究中，除了观看公共卫生电视宣传活动外，酒精线索比责任饮酒声明吸引了更多的注意力。对责任饮酒声明的关注与下周饮酒的意图（研究1）或实验室中的酒精消费（研究2）无关。然而，在研究2中，对酒精广告中酒精描绘线索的关注与随意饮酒消费有关，尽管对其他类型的酒精线索（品牌标志、玻璃器皿和包装）的关注无关。未来的研究应该调查如何改进责任饮酒声明以吸引更多的注意力。（PsycINFO数据库记录）
