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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
The Psychology Behind The Marketing Of Alcohol And Tobacco: How We Convince People To Do Things That Are Bad For Them, Sophie Dvorkin
The Psychology Behind The Marketing Of Alcohol And Tobacco: How We Convince People To Do Things That Are Bad For Them, Sophie Dvorkin
CMC Senior Theses
The marketing tactics of the alcohol and tobacco industry are inextricably linked through the psychological basis upon which these companies target their customers. Through the principles of reciprocity, social proof, scarcity, commitment and consistency, unity, and authority featured in Robert Cialdini’s book Influence: The Psychology of Persuasion (2021). The principle of reciprocity explains how companies get customers to buy in, social proof explains our dependence on our peers’ validation, and scarcity explains why we want what we can’t have. The principles of commitment and consistency explain how companies garner long-term customers that see themselves as an extension of a brand, …
The Effect Of Visual Alcohol Cues On Risk Taking Behavior Based On Memory Primes And Individual Drinking Habits, Madison Mccue
The Effect Of Visual Alcohol Cues On Risk Taking Behavior Based On Memory Primes And Individual Drinking Habits, Madison Mccue
CMC Senior Theses
Given the strong presence of alcohol cues in the media, this study aimed to investigate whether exposure to a visual alcohol cue versus a neutral cue would elicit memories about alcohol and increase the likelihood to engage in risk taking behavior, particularly for individuals who consume higher levels of alcohol or who report positive memories associated with alcohol. Through an online Qualtrics survey, 110 college student participants watched either two video advertisements for alcohol brands (alcohol cue), or two advertisements for soda brands (neutral cue), and then completed a memory cue task to assess if positive, neutral or negative memories …