How alcohol advertising and sponsorship works: effects through indirect measures. - Université Grenoble Alpes Accéder directement au contenu
Article Dans Une Revue Drug and Alcohol Review Année : 2019

How alcohol advertising and sponsorship works: effects through indirect measures.

Résumé

Introduction and aims: We tested whether incidental exposure to alcohol marketing messages in sporting events: (i) influenced automatic evaluation of brands and alcohol in general; and (ii) if these processes occur through deliberative (conscious) or non-conscious processes.Design and methods: Using an experimental design, participants watched a sport event containing: (i) a prototypical alcohol brand; (ii) a brand unrelated to alcohol; or (iii) a non-prototypical alcohol brand. One hundred and nine participants were randomly assigned to either a cognitively depleting task to impair motivation for effortful conscious processing before watching the excerpt, or a control task. We measured indirect (implicit) and direct (explicit) attitudes toward alcohol and brands, and self-report measures assessing affective response toward the event, involvement in processing the message and identifications toward the playing teams.Results: We found a positive main effect of incidental exposure to alcohol brands on indirect measures of attitudes toward alcohol as well as the specific brand. No effect of cognitive fatigue on indirect measure toward brands and alcohol was observed.Discussion and conclusions: Incidental exposure to alcohol marketing messages appear to impact indirect measures of attitudes toward the brand and alcohol in general, and seems to rely on non-conscious automatic processes.

Domaines

Psychologie
Fichier principal
Vignette du fichier
Paper_study1PH_R22.pdf (306.01 Ko) Télécharger le fichier
Origine : Fichiers produits par l'(les) auteur(s)

Dates et versions

hal-02096239 , version 1 (22-02-2024)

Identifiants

Citer

Oulmann Zerhouni, Laurent Bègue, Kerry O'Brien. How alcohol advertising and sponsorship works: effects through indirect measures.. Drug and Alcohol Review, 2019, 38 (4), pp.391-398. ⟨10.1111/dar.12929⟩. ⟨hal-02096239⟩
115 Consultations
3 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More