Frings Daniel, Moss Antony C, Albery Ian P, Eskisan Guleser, Wilcockson Thomas D W, Marchant Alexander P
School of Applied Sciences, Division of Psychology, London South Bank University, 103 Borough Road, London SE1 0AA, UK.
Psychology Department, Lancaster University, Lancaster LA1 4YW, UK.
Alcohol Alcohol. 2018 Jan 1;53(1):46-51. doi: 10.1093/alcalc/agx076.
Responsible drinking messages (RDMs) are used as a key tool to reduce alcohol-related harms. A common form of RDM is in a poster format displayed in places such as bars, bus stops and toilet cubicles. However, evidence for the effectiveness of RDMs remains limited. Moreover, it is not known how environmental contexts (e.g. the number of alcohol-related cues in the environment) impact how such RDMs are interacted with, nor how this in turn affects their efficacy.
One hundred participants completed a pseudo taste preference task in either in a bar laboratory (alcohol cue rich environmental context) or a traditional laboratory. The walls of the laboratory displayed either RDM or control posters during this task and eye tracking was used to assess participant attention to the posters.
Participants looked at the RDM posters less in the bar laboratory where the environmental context is rich in alcohol cues compared to a traditional laboratory where alcohol cues are sparse. Neither poster type or environmental context affected the amount of 'alcohol' consumed and the amount of visual attention given to RDMs was unrelated to the amount of 'alcohol' consumed.
These findings provide experimental evidence that RDMs do not influence drinking behaviour in the direction intended (reduced consumption in situ). In addition, locating RDMs in alcohol-cue rich environments may result in sub-optimal behavioural responses to the RDM materials (e.g. visual attention to content). To maximize the potential impact of RDMs, the optimal location for RDMs is in environments where pre-existing alcohol cues are sparse to non-existent.
Responsible drinking messages (RDMs) aim to reduce alcohol consumption, however, the findings of this study show that they may not influence in situ consumption. These findings also suggest that the optimal location for RDMs is in environments with few or no other alcohol-related cues.
负责任饮酒信息（RDMs）被用作减少与酒精相关危害的关键工具。RDMs的一种常见形式是海报，张贴在酒吧、公交站和厕所隔间等地。然而，RDMs有效性的证据仍然有限。此外，尚不清楚环境背景（例如环境中与酒精相关线索的数量）如何影响人们与这类RDMs的互动方式，以及这又如何反过来影响其效果。
100名参与者在酒吧实验室（酒精线索丰富的环境背景）或传统实验室完成一项模拟味觉偏好任务。在此任务期间，实验室的墙壁展示了RDM海报或对照海报，并使用眼动追踪来评估参与者对海报的关注情况。
与酒精线索稀少的传统实验室相比，参与者在酒精线索丰富的酒吧实验室中看RDM海报的次数更少。海报类型和环境背景均未影响“酒精”的摄入量，对RDMs的视觉关注度与“酒精”摄入量无关。
这些发现提供了实验证据，表明RDMs不会按预期方向影响饮酒行为（即现场减少饮酒量）。此外，将RDMs放置在酒精线索丰富的环境中可能会导致对RDM材料的行为反应不理想（例如对内容的视觉关注度）。为了使RDMs的潜在影响最大化，RDMs的最佳位置是在先前酒精线索稀少或不存在的环境中。
负责任饮酒信息（RDMs）旨在减少酒精消费，然而，本研究结果表明它们可能不会影响现场饮酒量。这些发现还表明，RDMs的最佳位置是在几乎没有或没有其他与酒精相关线索的环境中。
