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Recent Articles
Advertising Guilt Doesn't Curb Binge Drinking
NPR by Nadja Popovich
Stamping out binge drinking is a tough task. Now research shows that common advertising approaches to curb drinking may actually backfire, leading people to consume more alcohol. Ads that rely on guilt or shame are problematic, according to research being published in the April issue of the Journal of Marketing Research. In five related studies that looked at roughly 1,200 undergraduates' responses to anti-drinking public service announcements, researchers found that students discounted the notion that bad things could happen to them.
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