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| Author: | MacKinnon, D. P. Lapin, A. |
| Title: | Effects of alcohol warnings and advertisements: A test of the Boomerang hypothesis |
| Journal: | Psychology & Marketing
1998 : OCT, VOL. 15:7, p. 707-726 |
| Index terms: | ALCOHOLIC DRINKS INDUSTRY CONSUMER INFORMATION INDIVIDUAL BEHAVIOUR ATTITUDES ADVERTISING |
| Freeterms: | ALCOHOL WARNINGS BOOMERANG HYPOTHESIS |
| Language: | eng |
| Abstract: | The effects of warnings and advertisements on memory, intentions, and benefit and risk perceptions are examined in this study. The experiments are designed to replicate a recent study where it was suggested that an alcohol warning may have a boomerang effect such that drinkers perceive alcohol as having more benefits when the warning is present. There was evidence that advertisements led to greater perceived benefits and lower perceived risks, and that warnings increased perceived risk and reduced advertising effects on perceived benefits. |
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