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Drug and Alcohol Findings. (2013) Effectiveness Bank Bulletin [Alcohol misuse prevention messages]. London: Drug and Alcohol Findings. Effectiveness Bank Bulletin, 27 Sep

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Emotional compatibility and the effectiveness of anti-drinking messages: a defensive processing perspective on shame and guilt.
Agrawal N., Duhachek A. Journal of Marketing Research: 2010, 47(2), p. 263–273.

US students already burdened by these emotions reacted to shame or guilt-inducing anti-drink ads by intending to and actually drinking more, the opposite of what was intended. This intriguing series of studies may reinforce the feeling that the ways anti-substance use ads can backfire are so various, the safest option is not to try them.

Summary
This series of US studies using university students as subjects explored how people already experiencing or prone to shame or guilt respond to anti-alcohol adverts which induce the same unpleasant emotion. Unlike other aversive emotions, shame and guilt involve a conscious and negative perception of oneself as being seen to violate social norms and one's ideal self (shame), or having unacceptably caused harm to others (guilt). Especially if already feeling bad about oneself in these ways, people may guard against and resist information (eg, 'That won't happen to me') which would otherwise aggravate these uncomfortable feelings. The result could be to negate and even reverse the intended impacts of adverts which arouse these emotions. A case in point might be ads warning that the consequences of one's over-drinking may be witnessed by friends and family (shame-inducing) or cause them serious inconvenience or harm (guilt-inducing)......


Item Type:Evidence resource
Publication Type:Review
Drug Type:Alcohol
Intervention Type:AOD prevention, AOD disorder harm reduction
Source:Drug and Alcohol Findings
Date:27 September 2013
Publisher:Drug and Alcohol Findings
Corporate Creators:Drug and Alcohol Findings
Place of Publication:London
Volume:27 Sep
EndNote:View
Accession Number:HRB (Electronic Only)
Subjects:J Health care, prevention and rehabilitation > Prevention approach > Prevention through information and education
B Substances > Alcohol
G Health and disease > Substance use disorder > Alcohol use > Alcohol intoxication
VA Geographic area > United States
F Concepts in psychology > Attitude and behaviour > Attitude toward substance use
F Concepts in psychology > Emotion
G Health and disease > Substance use disorder > Alcohol use
J Health care, prevention and rehabilitation > Substance use prevention
N Communication, information and education > Message (portrayal of substance use)
A Substance use, abuse, and dependence > Prevalence > Substance use behaviour > Alcohol consumption > Binge / risky drinking

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