“Doing Something I Might Regret” Developing ‘Self-Relevant’ Alcohol Campaigns: Implications For Public Policy From Consumer Research

In the light of the current debates about the prevalence of binge drinking in many Western countries, we explore the possibilities of utilising fear-focused appeals to discourage young people from indulging in excessive alcohol consumption. We take a novel approach, conducting six in-depth interviews with young people who identify themselves as light drinkers, and explore the reasons for limiting their alcohol consumption. Our findings suggest that participants’ reasons for limiting their alcohol consumption can be linked with highly personal accounts of their possible (negative) end states. We discuss the implications for future health promotion campaigns.



Citation:

Emma Banister, Maria Piacentini, and Kyriaki-Ioanna Balogianni (2005) ,"“Doing Something I Might Regret” Developing ‘Self-Relevant’ Alcohol Campaigns: Implications For Public Policy From Consumer Research", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 535-536.

Authors

Emma Banister, Lancaster University
Maria Piacentini, Lancaster University
Kyriaki-Ioanna Balogianni, Lancaster University



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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