PERCEPTIONS OF BEER ADVERTISING AND RISKY DRINKING AMONG STUDENTS

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PERCEPTIONS OF BEER ADVERTISING AND RISKY DRINKING AMONG STUDENTS

Journal Title: Psychiatria i Psychoterapia - Year 2014, Vol 10, Issue 3

Abstract

Aim. The main purpose of the research was to determine whether individuals at risk of drinking are people particularly susceptible to the effects of alcohol and viewing ads can be an incentive for re–consumption of alcohol. Material and method. The study group (40 persons) were selected from 300 students, who used alcohol in a risky manner, and the control group (40 persons) was selected, where alcohol was used with a little risk, or not at all. To assess the subjects selected product – beer (in the form of advertising leaflets), which was recently introduced into the Polish market. The Attitudes Questionnaire to view the Product was used in the study and contained scales: cognitive, emotional and behavioral component. To study perception of advertising the Advertising Scale was applied. To identify groups of people who use alcohol in a risky way, AUDIT Test was used. Results and conclusions. People at risk of drinking, liked beer more than those not at risk of addiction, and more often drink beer, have a more positive attitude towards the advertising of beer in emotional sphere, the above estimate of beer advertising in terms of potency, better evaluate the advertising of beer in terms of positive mood caused by it, and better evaluate beer advertising and its effectiveness in term of impact.

Authors and Affiliations

Sławomir Ślaski

Keywords

risky drinking alcohol advertising

EP ID EP105479
DOI -
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