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:6/26/2016)... NC (PRWEB) , ... June 26, 2016 , ... Brent Kasmer, a legally blind and ... to be personalized through a fitness app. The fitness app plans to fix the two ... currently only offer a one size fits all type program , They don’t ...
(Date:6/25/2016)... ... June 25, 2016 , ... "With 30 hand-drawn hand gesture ... said Christina Austin - CEO of Pixel Film Studios. , ProHand Cartoon’s package ... Final Cut Pro X . Simply select a ProHand generator and drag it ...
(Date:6/25/2016)... ... June 25, 2016 , ... Conventional wisdom preaches the benefits of moderation, whether ... latter, setting the bar too high can result in disappointment, perhaps even self-loathing. However, ... their goal. , Research from PsychTests.com reveals that behind the tendency ...
(Date:6/24/2016)... (PRWEB) , ... June 24, 2016 , ... ... Conference and Scientific Sessions in Dallas that it will receive two significant new ... the grants came as PHA marked its 25th anniversary by recognizing patients, medical ...
(Date:6/24/2016)... ... ... People across the U.S. are sharpening their pencils and honing their writing skills ... patients and their families pay tribute to a genetic counselor by nominating him or ... Counselors (NSGC) Annual Education Conference (AEC) this September. , In April, Genome magazine ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... -- According to a new market research ... Safety Pen Needles), Needle Length (4mm, 5mm, 6mm, 8mm, ... Purchase (Retail, Non-Retail) - Trends & Global Forecasts to ... for the forecast period of 2016 to 2021. This ... 2021 from USD 1.65 Billion in 2016, growing at ...
(Date:6/23/2016)... HOUSTON , June 23, 2016  MedSource ... platform as its e-clinical software solution of choice.  ... the best possible value to their clients by ... nowEDC.  The preferred relationship establishes nowEDC as the ... pricing for MedSource,s full-service clients.  "nowEDC has long ...
(Date:6/23/2016)... -- In a startling report released today, National Safety Council ... comprehensive, proven plan to eliminate prescription opioid overdoses. Prescription ... are tackling the worst drug crisis in recorded U.S. history, assigned ... Kentucky , New Mexico , ... 28 failing states, three – Michigan , ...
Breaking Medicine Technology: