Expectancy Effects of Alcohol-Energy Drink Cocktail Labeling on Subjective Intoxication, Risk-Taking, and Sexual Self-Confidence and Aggressiveness

Yann Cornil, University of British Columbia, Canada
Pierre Chandon, INSEAD, France
Aradhna Krishna, University of Michigan, USA
We show that labeling a cocktail as “vodka-Red Bull” (rather than “vodka” or “exotic fruits”) influences risk-taking, sexual aggressiveness and propensity to drive. These effects are mediated by perceived intoxication and conditional upon consumers’ beliefs and experience about alcohol and energy drinks.
[ to cite ]:
Yann Cornil, Pierre Chandon, and Aradhna Krishna (2015) ,"Expectancy Effects of Alcohol-Energy Drink Cocktail Labeling on Subjective Intoxication, Risk-Taking, and Sexual Self-Confidence and Aggressiveness", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 45-50.