From Apples to Alcopops: the Forbidden Fruit Effect on Supersized Alcoholic Beverages

Cassandra Davis, University of Arkansas, USA
Elizabeth Howlett, University of Arkansas, USA
The increasingly dangerous consequences of alcopops have led policy makers and health advocates to champion warning labels and restrictions for these products. This research examines the potential consequences of these actions and posits that these regulations will create a forbidden fruit effect such that consumers will find alcopops more desirable.
[ to cite ]:
Cassandra Davis and Elizabeth Howlett (2012) ,"From Apples to Alcopops: the Forbidden Fruit Effect on Supersized Alcoholic Beverages", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1105-1105.