Social and Behavioral Sciences Commons^™

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

The Effects Of Alcohol Intoxication And Threats To Masculinity On Engagement In Sexual Aggression: Results From A Web-Based Survey Design And Alcohol Administration Study, Tiffany Lynn Marcantonio

Graduate Theses and Dissertations

Background: Research examining the combined effects of men’s alcohol consumption and perceptions of their masculinity as precarious (e.g., viewing masculinity as easily threatened) on sexual aggression (SA) is lacking. The goal of this dissertation study was to assess if alcohol consumption and precarious masculinity are related to men’s SA via a web-administered survey (Study 1) and an in-person alcohol administration experiment (Study 2).

Methodology: In Study 1, two samples of young adult men (aged 18-30) were collected, 1) a community sample of 492 men and 2) a college sample of 478 men, to complete a 20-minute survey; participants answered questions …