Malouff J, Schutte N, Wiener K, Brancazio C, Fish D
Department of Behavioral Sciences, Nova College, Ft. Lauderdale, Florida 33314.
J Stud Alcohol. 1993 Jul;54(4):457-61. doi: 10.15288/jsa.1993.54.457.
Four studies examined the federally mandated warning on alcohol containers, which is required by law to be "located in a conspicuous and prominent place." In all four studies few of the drinkers could recall the main parts of the warnings, even though the warning had been required on all alcohol containers for over two years. In Study 1, 44 adults looked at the warning on various beer containers and 77% thought that the warning was not conspicuous but could be made conspicuous through various changes, such as by printing the warning horizontally (parallel to the brand name) rather than vertically. In Study 2, 50 adults looked at the warning placed horizontally on one beer can and vertically on a similar can and rated the horizontal warning significantly more conspicuous. In Study 3, 44 adults spent several minutes in a simulated drinking atmosphere. Half the subjects had beer cans with a horizontal warning and half had a vertical warning. The subjects with the horizontal warning later showed significantly better awareness/recall of the warning. In Study 4, with 75 adult subjects in a bar, the half of the subjects prompted to notice the alcohol warning drank less thereafter in the bar than the other subjects. The findings of the series of studies suggest that the conspicuousness of health warnings on alcohol containers tends to influence their possible effectiveness.
四项研究对联邦政府强制要求在酒精容器上标注的警示语进行了调查，法律规定该警示语须“置于显眼且突出的位置”。在所有四项研究中，尽管所有酒精容器都被要求标注该警示语已达两年多，但几乎没有饮酒者能记得警示语的主要内容。在研究1中，44名成年人查看了各种啤酒容器上的警示语，77%的人认为该警示语不显眼，但可以通过各种改变使其变得显眼，比如将警示语横向印刷（与品牌名称平行）而非纵向印刷。在研究2中，50名成年人查看了一个啤酒罐上横向放置的警示语和另一个类似啤酒罐上纵向放置的警示语，并对横向警示语的显眼程度给出了更高的评分。在研究3中，44名成年人在模拟饮酒环境中待了几分钟。一半受试者拿到的啤酒罐上是横向警示语，另一半拿到的是纵向警示语。之后，看到横向警示语的受试者对警示语的知晓度/记忆力明显更好。在研究4中，75名成年受试者身处酒吧，被提示注意到酒精警示语的那一半受试者之后在酒吧里的饮酒量比其他受试者少。这一系列研究的结果表明，酒精容器上健康警示语的显眼程度往往会影响其可能产生的效果。
