Brand name effects on alcohol counter-advertising behaviour

Abstract

Major investments in alcohol advertising have been reported globally. By contrast, campaigns to reduce alcohol consumption among the young are rare. In this regard, the role of different types of brand names as cues to preventing alcohol consumption through public service announcements or counter-advertising has been neglected. This study is framed around the quality of cues from the signalling theory and incentive sensitisation theory. Hence, it seeks to understand the effects of three different brand names (a community action group, a fictitious alcohol brand, and a government agency) on drinking behaviour. A between-subjects experiment was carried out in two stages: 1) 106 college students listened to a loss-frame counter-alcohol audio spot endorsed by each brand; 2) actual drink consumption was measured within the 24 hours following listening to the audio spot. The findings did not confirm the signalling theory for counter-advertising: distinct brand names have no influence on preventing alcohol consumption behaviour. In this regard, the results revealed different behaviour according to gender (men drink more than women). However, the incentive sensitisation theory was supported, as differences were identified according to drinking habits. The article concludes with a discussion of the results and points to the central role of creativity in counter-advertising messages as a future line of research.