Aims

To support the free and open dissemination of research findings and information on alcoholism and alcohol-related problems. To encourage open access to peer-reviewed articles free for all to view.

For full versions of posted research articles readers are encouraged to email requests for "electronic reprints" (text file, PDF files, FAX copies) to the corresponding or lead author, who is highlighted in the posting.

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Thursday, February 25, 2010

News Release - Anti-drinking ads can increase alcohol use, IU Kelley School study shows

Public service advertising campaigns that use guilt or shame to warn against alcohol abuse can actually have the reverse effect, spurring increased drinking among target audiences, according to new research from the Indiana University Kelley School of Business.

Instead of the intended outcome, researchers in this first-of-its-kind study showed that the ads triggered an innate coping mechanism that enables viewers to distance themselves from the serious consequences of reckless drinking. . . . .

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