Navigation Links
Anti-Drinking Ads That Engender Guilt May Not Work
Date:3/5/2010

Unintended effect can lead to more, not less, use, study finds

FRIDAY, March 5 (HealthDay News) -- Some types of anti-drinking ads can backfire, suggests a U.S. study.

Researchers interviewed more than 1,200 undergraduate students after they were shown ads that used guilt or shame to warn against alcohol abuse.

Such ads might actually trigger an instinctive coping mechanism that enables people who see them to distance themselves from the harmful and potentially deadly consequences of reckless drinking, the researchers found. In other words, people believe that such consequences happen only to other people and, as a result, they might drink even more alcohol.

"Advertisements are capable of bringing forth feelings so unpleasant that we're compelled to eliminate them by whatever means possible," Adam Duhachek, a marketing professor at the Indiana University Kelley School of Business and a co-author of the study, said in a university news release. "This motivation is sufficiently strong to convince us we're immune to certain risks."

The unintended negative impact of ads that use guilt and shame to try to change behavior can also occur in other health-related campaigns, such as trying to get people to quit smoking or protect themselves against sexually transmitted diseases, he added.

"The public health and marketing communities expend considerable effort and capital on these campaigns but have long suspected they were less effective than hoped," Duhachek noted. "But the situation is worse than wasted money or effort. These ads ultimately may do more harm than good because they have the potential to spur more of the behavior they're trying to prevent."

He suggested that public health ads that point out serious consequences of a behavior should also include messages of empowerment, such as providing strategies for people to control their drinking.

"If you're going to communicate a frightening scenario, temper it with the idea that it's avoidable," Duhachek said. "It's best to use the carrot along with the stick."

The study will be published in the April issue of the Journal of Marketing Research.

More information

The U.S. Centers for Disease Control and Prevention has more about alcohol and health.



-- Robert Preidt



SOURCE: Indiana University, news release, February, 2010


'/>"/>
Copyright©2010 ScoutNews,LLC.
All rights reserved

Related medicine news :

1. Doctor and Pharmacy Owner Plead Guilty in Internet Pharmacy Conspiracy
2. Olympic Gold Medalist Marion Jones-Thompson Pleads Guilty to Making False Statements in Two Separate Federal Criminal Investigations
3. AUDIO from Medialink and Kelloggs: Morning Indulgence Without Guilt
4. NEW! Too Faced FUZE Slenderize Guilt Free Gloss
5. Relatives who decline organ donations face conflict and guilt
6. Pennsylvania Contractor Pleads Guilty to Participating in Fraud Conspiracy at New York Presbyterian Hospital
7. U.S. District Court Finds Arthrex Guilty of Willfully Infringing Smith & Nephew Endoscopy Patent
8. Stillbirths, infant deaths lead to anxiety, guilt and stress among obstetricians
9. Miami HIV Clinic Administrator Pleads Guilty for Role in a $14 Million Medicare Fraud Scheme
10. Medical Clinic Owner Pleads Guilty to Role in $5.3 Million Medicare Fraud Scheme
11. Medical Clinic Executives and Worker Plead Guilty to $5.3 Medicare Fraud Scheme
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:10/13/2017)... ... October 13, 2017 , ... ... certification process to promote standards of excellence for the field of eating disorders, ... March 22 – 25, 2018 in Orlando, Florida at the Omni Resort at ...
(Date:10/13/2017)... LUIS OBISPO, Calif. (PRWEB) , ... October 13, 2017 , ... ... Alzheimer’s or dementia. However, many long-term care insurance companies have a waiver for care ... is the 90-day elimination period, when the family pays for care, is often waived, ...
(Date:10/13/2017)... ... , ... Talented host, actor Rob Lowe, is introducing a ... episode of "Success Files," which is an award-winning educational program broadcasted on PBS ... in-depth with passion and integrity. , Sciatica occurs when the sciatic nerve in ...
(Date:10/12/2017)... CA (PRWEB) , ... October 12, 2017 , ... ... Cheng, are now treating sleep apnea using cutting-edge Oventus O2Vent technology. ... a serious sleep disorder characterized by frequent cessation in breathing. Oral appliances can ...
(Date:10/12/2017)... ... October 12, 2017 , ... Asante, a nationally ... care, have expanded their existing home health joint venture through an agreement, effective ... operating a joint venture home health company with Asante, delivering clinically integrated care, ...
Breaking Medicine News(10 mins):
(Date:10/12/2017)... 2017 AVACEN Medical , Inc. (AVACEN) announced ... 2017 New Product Innovation Award for Its fibromyalgia pain ... secondary medical device market research by Frost & Sullivan,s industry ... drug-free pain relief product, the AVACEN 100, offers a safe ... widespread pain. ...
(Date:10/11/2017)... , Oct. 11, 2017  BioPharmX Corporation (NYSE ... team that developed an innovative way to use nonlinear ... the delivery of new drugs. ... Clinical Dermatology Conference will show how researchers from BioPharmX ... Harvard Medical School used a suite of imaging techniques ...
(Date:10/11/2017)... 2017  Hill-Rom Holdings, Inc. ("Hill-Rom") (NYSE: HRC), today ... Las Piedras, Puerto Rico , where ... Following a comprehensive ... minor structural damage, temporary loss of power and minimal ... completed, manufacturing operations have resumed, and the company expects ...
Breaking Medicine Technology: