The role of advertiser motives in consumer evaluations of ‘responsibility’ messages from the alcohol industry

Atkin, JoAnn L.; McCardle, Michael; Newell, Stephen J.

doi:10.1080/13527260802141447

Cited by 26 publications

(14 citation statements)

References 42 publications

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“…Some studies reported that concrete advertising messages were more effective (Atkin et al 2008;Hitchon et al 1994;Ketelaar et al 2010;Rossiter & Percy 1980), whereas other studies found that abstract messages were more effective (Eisenberg 1984;Ha & Hoch 1989;Hoch & Ha 1986;McQuarrie & Mick 2003). For example, Hitchon et al (1994) showed that music video ads with a lower level of abstractness produced more favorable attitudes toward the ad and brand.…”

Section: Concrete Vs Abstract Message Strategy In Csr Advertising Camentioning

confidence: 98%

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Kim

Bae

2016

Int J Corporate Soc Responsibility

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Guided by Hofstede's (Culture's consequences: Comparing values, behaviors, institutions, and organizations across nations, 2001) cultural value of uncertainty avoidance, this study tests whether the effect of concrete vs. abstract CSR campaign messages on attitude toward the company and purchase intention varies by cultural difference in uncertainty avoidance and whether such effect is mediated by the perceived clarity of the message and perceived CSR. Lab experiments were performed in the U.S. and South Korea with American and Korean college students. Two-way ANOVA results revealed the relative advantage of concrete message on attitude toward the company and purchase intention among Koreans (vs. Americans) with high (vs. low) uncertainty avoidance. A series of bootstrap analysis testing multiple mediation models showed that the relative advantage of concrete message among Koreans was mediated by their perceived message clarity and perceived CSR in response to the concrete message. By identifying an international CSR campaign message strategy, the findings contribute to research on cross-cultural campaigns and CSR campaign effects.

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Section: Concrete Vs Abstract Message Strategy In Csr Advertising Camentioning

confidence: 98%

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Kim

Bae

2016

Int J Corporate Soc Responsibility

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“…Tthe humorous messages with the proactive-nonrestrictive slogans produced almost identical results from the control group. Considering that the alcohol industry, under the name of corporate social responsibility, puts out a series of "strategically ambiguous" advertising messages (Smith et al, 2006) called "Drink responsibly" that mainly use humor as a tool to garner people's attention (Beirne, 2003), this finding provides some empirical evidence for the previous conclusion that the "Drink responsibly" campaign messages produce no meaningful effects among teenagers (Smith et al, 2006), merely serving both "industry sales and public relations interests" (Atkin, McCardle, & Newell, 2008).…”

Section: Discussionmentioning

confidence: 93%

Underage Drinkers' Responses to Negative-Restrictive Versus Proactive-Nonrestrictive Slogans in Humorous Anti–Alcohol Abuse Messages: Are Humorous Responsible Drinking Campaign Messages Effective?

Lee¹,

Chen²

2013

Journal of Health Communication

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This study examined underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse advertisements. The authors conducted a posttest-only control group experiment with 91 teenagers and college-aged participants. For underage moderate drinkers, the negative-restrictive slogans (e.g., "Don't drink") increased participants' perceived risk of excessive drinking and increased a level of intention to change their drinking behavior. However, for underage binge drinkers, the negative-restrictive slogans lowered participants' risk perception of excessive drinking and intention to change their drinking behavior.

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“… 15 Several PH scholars have described the problems with such mission statements due to (i) the emphasis they place on drinkers’ behaviour rather than the amount consumed as the cause of alcohol-related harm, (ii) the failure to clearly define what is meant by ‘responsible drinking’ and (iii) a de-emphasis of the critical role of government action in promoting reduced consumption. 24 25 51–53 It is also notable that voluntary ‘Drink Responsibly’ slogans frequently appear in alcohol advertisements, although more often than not these slogans are written in such a way that they appear more like a promotion for the product than a true ‘responsible drinking’ message. 54 Our results suggest that, despite SAPROs’ claims that their ads promote responsible drinking behaviour, there is no evidence that their ads are more effective in this regard than ads created by PH organisations.…”

Section: Discussionmentioning

confidence: 99%

“… 21 More than 20 years later, DrinkWise’s ‘How To Drink Properly’ campaign employed similar strategies, and young adults noted that the advertisement failed to provide a tangible definition of responsible drinking. 23 Industry-funded campaigns have also been characterised as being strategically ambiguous, 24–26 such that different people reach different interpretations of the same message. 27 For instance, in a recent study in which participants were asked to interpret the slogans used in industry-funded advertisements, several slogans were perceived to have four or more distinct meanings, including both favourable (‘know your limits’) and unfavourable (‘looking cool when you drink’) interpretations.…”

Section: Introductionmentioning

confidence: 99%

Comparing responses to public health and industry-funded alcohol harm reduction advertisements: an experimental study

et al. 2020

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ObjectivesConduct a head-to-head experimental test of responses to alcohol harm reduction advertisements developed by alcohol industry Social Aspects/Public Relations Organisations (SAPROs) versus those developed by public health (PH) agencies. We hypothesised that, on average, SAPRO advertisements would be less effective at generating motivation (H1) and intentions to reduce alcohol consumption (H2) but more effective at generating positive perceptions of people who drink (H3).DesignOnline experiment with random assignment to condition.Participants2923 Australian adult weekly drinkers (49% high-risk drinkers) recruited from an opt-in online panel.InterventionsParticipants viewed 3 of 83 advertisements developed by PH agencies (n=2174) or 3 of 28 advertisements developed by SAPROs (n=749).Primary outcome measuresParticipants reported their motivation to reduce the amount of alcohol consumed; behave responsibly and/or not get drunk; and limit their drinking around/never supply to minors, as well as intentions to avoid drinking alcohol completely; reduce the number of drinking occasions; and reduce the amount of alcohol consumed per occasion. Participants also reported their perceptions of people who drink alcohol on six success-related items and four fun-related items.ResultsCompared with drinkers exposed to PH advertisements, those exposed to SAPRO advertisements reported lower motivation to reduce the amount of alcohol consumed (β=−0.091, 95% CI −0.171 to −0.010), and lower odds of intending to avoid alcohol completely (OR=0.77, 0.63 to 0.94) and to reduce the amount of alcohol consumed per occasion (OR=0.82, 0.69 to 0.97). SAPRO advertisements generated more favourable fun-related perceptions of drinkers (β=0.095, 0.013 to 0.177).ConclusionsThe alcohol harm reduction advertisements produced by alcohol industry SAPROs that were tested in this study were not as effective at generating motivation and intentions to reduce alcohol consumption as those developed by PH organisations. These findings raise questions as to whether SAPROs should play a role in alcohol harm reduction efforts.

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The role of advertiser motives in consumer evaluations of ‘responsibility’ messages from the alcohol industry

Cited by 26 publications

References 42 publications

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Cross-cultural differences in concrete and abstract corporate social responsibility (CSR) campaigns: perceived message clarity and perceived CSR as mediators

Underage Drinkers' Responses to Negative-Restrictive Versus Proactive-Nonrestrictive Slogans in Humorous Anti–Alcohol Abuse Messages: Are Humorous Responsible Drinking Campaign Messages Effective?

Comparing responses to public health and industry-funded alcohol harm reduction advertisements: an experimental study

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