Cancer Council Victoria, Melbourne, VIC, Australia.
Melbourne School of Psychological Sciences, The University of Melbourne, Parkville, VIC, Australia.
Addiction. 2023 Dec;118(12):2360-2373. doi: 10.1111/add.16317. Epub 2023 Aug 10.
To test whether showing spectators counter-advertisements exposing alcohol harms alone, or exposing alcohol harms and alcohol sponsorship, before watching an alcohol-sponsored sporting event promotes less favourable post-event attitudes and intentions towards alcohol sponsor brands and alcohol in general.
On-line between-subjects experiment.
Australia.
A sample of Australian adults aged 18-49 years who planned to watch an alcohol-sponsored National Rugby League (NRL) State of Origin series game was recruited through an online panel.
Participants were randomly assigned to one of three counter-advertising conditions: control (neutral advertisement); counter-advertisement exposing alcohol harms; and counter-advertisement exposing alcohol sponsorship and harms, to view at least four times during the week before watching the alcohol-sponsored sporting event.
Participants (n = 1932) completed a pre-test questionnaire a week before the sporting event. Within 4 days of watching the sporting event, participants completed post-test measures assessing sponsor brand awareness, attitudes and preferences towards the brand, as well as knowledge, attitudes and intentions for alcohol in general (n = 1075).
Compared with the control advertisement, the counter-advertisement exposing alcohol sponsorship and harms promoted higher (6-13%) awareness of sponsor brands, less favourable attitudes towards sponsor brands and drinking beer, lower purchase intentions for sponsor brands (Cohen's d = 0.15, 0.31, 0.27, respectively) and perceived less image-based similarity and fit between the sporting event and sponsor brands (Cohen's d = 0.20 and 0.56). Both counter-advertisements promoted lower perceptions of the appropriateness of consuming alcohol while watching sport (Cohen's d = 0.22 and 0.34), higher awareness of alcohol harms (6-34%) and higher intentions (8-13%) to reduce alcohol consumption than the control advertisement.
At alcohol-sponsored sporting events, counter-advertisements addressing alcohol harms may promote knowledge of harms and intentions to drink less. Counter-advertisements that additionally expose and critique alcohol sponsorship may detract from perceptions of sponsor brand image and intentions to purchase the sponsor's products.
测试在观看赞助酒精的体育赛事之前，向观众展示单独揭露酒精危害的反广告、或同时揭露酒精危害和酒精赞助的反广告，是否会对酒类赞助商品牌和一般酒类产生更不利的赛后态度和意图。
在线组间实验。
澳大利亚。
通过在线小组招募了年龄在 18-49 岁之间、计划观看赞助酒精的国家橄榄球联盟（NRL）州际系列赛的澳大利亚成年人样本。
参与者被随机分配到三种反广告条件之一：对照（中性广告）；揭露酒精危害的反广告；揭露酒精赞助和危害的反广告，在观看酒精赞助的体育赛事前一周内至少观看四次。
参与者（n=1932）在体育赛事前一周完成了预测试问卷。在观看体育赛事后的 4 天内，参与者完成了测试后措施，评估了赞助商品牌的认知度、对品牌的态度和偏好，以及对一般酒类的知识、态度和意图（n=1075）。
与对照广告相比，揭露酒精赞助和危害的反广告提高了赞助商品牌的认知度（6-13%），对赞助商品牌和啤酒的态度更不利，对赞助商品牌的购买意向更低（Cohen's d=0.15、0.31、0.27），对体育赛事和赞助商品牌之间的形象相似性和契合度的感知更低（Cohen's d=0.20 和 0.56）。两种反广告都降低了观看体育赛事时饮酒的适当性感知（Cohen's d=0.22 和 0.34），提高了对酒精危害的认识（6-34%）和减少饮酒的意图（8-13%），高于对照广告。
在赞助酒精的体育赛事中，揭露酒精危害的反广告可能会提高对危害的认识和减少饮酒的意图。同时揭露和批评酒精赞助的反广告可能会削弱赞助商品牌形象的认知度和购买赞助商产品的意图。
