Groundbreaking Study on Alcohol Advertisement Warnings Published
The School of Management, People and Organisations is delighted to announce the publication of a new article in Drug and Alcohol Review, co-authored by Dr. Daire Hooper and Dr. Pat Kenny which is based on the PhD research of their student, Dr. Vania Filipova (TU Dublin, School of Marketing and Entrepreneurship). This pioneering study, titled Consumer reactions to multiple and single health warnings on static alcohol ads: A factorial survey experiment with a convenience sample of adults in Ireland, explores how different health warnings placed in alcohol ads influence consumer perceptions and emotions.
With the recent implementation of Ireland’s Public Health (Alcohol) Act 2018, which mandates multiple health warnings in alcohol advertising, this research provides timely and valuable insights into public reactions to these warnings.
About the Study
Despite extensive research on warnings placed on alcohol product labels, there remains a dearth of research specifically examining the effectiveness of warnings in alcohol ads. This study bridges that gap by investigating how different health warnings in alcohol ads impact consumer responses, shedding light on believability, emotional impact, and policy implications.
Key Findings
· Believability vs. Emotional Impact: Multiple-text warnings were found to be more believable, whereas single-text warnings, with or without shocking imagery, were more effective in evoking negative emotions.
· Lack of Perceived Risk Change: Despite emotional responses, none of the tested warnings significantly influenced consumers’ perceived risks of alcohol use or their self-efficacy to drink less.
· Demographic Consistency: The study found no significant differences in responses based on age, gender, or drinking status, suggesting that health warnings are broadly applicable across consumer groups.
· Implications for Policy: A single, clear health warning emphasising cancer risk may be an effective starting point for policymakers implementing alcohol advertising regulations.
Significance of the Findings
The findings highlight critical considerations for policymakers and public health advocates as they seek to improve alcohol warning strategies. This study not only contributes to academic discourse but also offers practical recommendations for designing impactful public health campaigns.
Read the Full Paper For those interested in reading the full paper it’s now available at Wiley Online Library.