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The Influence Of Alcohol Advertising On Associative Memory And Consideration Sets, James Charles Smith
The Influence Of Alcohol Advertising On Associative Memory And Consideration Sets, James Charles Smith
LSU Doctoral Dissertations
Survey studies suggest that alcohol advertising influences attitudes and beliefs that promote alcohol use. Strategies from memory research and marketing were used to test the influence of beer advertising found in popular magazines. Effects on preference for alcohol and memory associations between alcohol and the positive outcomes of drinking were measured. One hundred eighty undergraduate women and men viewed 5 ads. A 2 x 2 + 1 (control group) factorial design simultaneously varied ad type (arousing or sedating messages) with processing type (selective attention or elaborative processing). Preferences for alcohol and memory associations did not differ between the control group …