Effect of alcohol ad content regulations ...
Type de document :
Compte-rendu et recension critique d'ouvrage
Titre :
Effect of alcohol ad content regulations on young people: a multi-method study
Auteur(s) :
Diouf, Jacques-François [Auteur]
Centre de recherche en économie et management [CREM]
Université de Rennes [UR]
Lacoste-Badie, Sophie [Auteur]
Lille économie management - UMR 9221 [LEM]
Université de Lille
Lille University Management Lab - ULR 4999 [LUMEN]
Droulers, Olivier [Auteur]
Centre de recherche en économie et management [CREM]
Université de Rennes [UR]
Gallopel-Morvan, Karine [Auteur]
Université de Rennes [UR]
Arènes: politique, santé publique, environnement, médias [ARENES]
Recherche sur les services et le management en santé [RSMS]
École des Hautes Études en Santé Publique [EHESP] [EHESP]
Institut du Management [IDM]
Centre de recherche en économie et management [CREM]
Université de Rennes [UR]
Lacoste-Badie, Sophie [Auteur]
Lille économie management - UMR 9221 [LEM]
Université de Lille
Lille University Management Lab - ULR 4999 [LUMEN]
Droulers, Olivier [Auteur]
Centre de recherche en économie et management [CREM]
Université de Rennes [UR]
Gallopel-Morvan, Karine [Auteur]
Université de Rennes [UR]
Arènes: politique, santé publique, environnement, médias [ARENES]
Recherche sur les services et le management en santé [RSMS]
École des Hautes Études en Santé Publique [EHESP] [EHESP]
Institut du Management [IDM]
Titre de la revue :
Journal of social marketing
Pagination :
323-339
Éditeur :
Emerald Publishing Limited
Date de publication :
2023-03-07
ISSN :
2042-6763
Mot(s)-clé(s) en anglais :
Upstream Social Marketing
Alcohol
Advertising
Warnings
Alcohol
Advertising
Warnings
Discipline(s) HAL :
Sciences du Vivant [q-bio]/Santé publique et épidémiologie
Résumé en anglais : [en]
Purpose:Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content ...
Lire la suite >Purpose:Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content restrictions (as practised in some countries where ads may only convey factual information and objective properties of alcohol products) versus non-regulated advertising affect consumers’ product perceptions, attitude towards the ad and desire to drink. This study also examines how such restrictions influence the noticeability of text health warnings in ads (signalling alcohol-related risks) depending on their prominence.Design/methodology/approach:A multi-method study was used to increase the validity of results. An online quantitative survey (n = 348) and an eye-tracking study (n = 184) were conducted on young French people (15–30). The eye-tracking method is particularly relevant for objectively measuring visual attention.Findings: Results show that content restrictions on alcohol advertising reduce ad appeal and desire to drink. A more prominent format enhanced attentional processing of the text warning, whereas none of the tested ad contents influenced its noticeability.Practical implications: This study assesses scientific evidence of the effect on alcohol ad content regulations adopted by some countries and provides arguments for upstream social marketers to inform and influence policymakers.Originality/value: To the best of the authors’ knowledge, this is the first multi-method study that assesses the effect of regulated vs non-regulated alcohol ads in terms of persuasion and of text warning visibility.Lire moins >
Lire la suite >Purpose:Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content restrictions (as practised in some countries where ads may only convey factual information and objective properties of alcohol products) versus non-regulated advertising affect consumers’ product perceptions, attitude towards the ad and desire to drink. This study also examines how such restrictions influence the noticeability of text health warnings in ads (signalling alcohol-related risks) depending on their prominence.Design/methodology/approach:A multi-method study was used to increase the validity of results. An online quantitative survey (n = 348) and an eye-tracking study (n = 184) were conducted on young French people (15–30). The eye-tracking method is particularly relevant for objectively measuring visual attention.Findings: Results show that content restrictions on alcohol advertising reduce ad appeal and desire to drink. A more prominent format enhanced attentional processing of the text warning, whereas none of the tested ad contents influenced its noticeability.Practical implications: This study assesses scientific evidence of the effect on alcohol ad content regulations adopted by some countries and provides arguments for upstream social marketers to inform and influence policymakers.Originality/value: To the best of the authors’ knowledge, this is the first multi-method study that assesses the effect of regulated vs non-regulated alcohol ads in terms of persuasion and of text warning visibility.Lire moins >
Langue :
Anglais
Vulgarisation :
Non
Collections :
Source :