Please Drink Responsibly! the Effectiveness of Responsibility Messages in Alcohol Product Advertising

There is no general consensus on the effectiveness of responsibility messages in alcohol advertisements. The aim of the current research is to address the shortcomings in the literature and to investigate the effectiveness of brief warning messages as it relates to presentation modality. In study 1, we content analyzed brief responsibility messages within the product ads for companies promoting alcohol in 2007 on national network and cable television, N=596. Our study 2 experimentally addresses the questions of optimizing placement and format of responsibility messages by manipulating industry-manufactured spots.


Maxim Polonsky and Ioannis Kareklas (2010) ,"Please Drink Responsibly! the Effectiveness of Responsibility Messages in Alcohol Product Advertising ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 882-883 .


Maxim Polonsky, University of Connecticut, USA
Ioannis Kareklas, University of Connecticut, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Two-By-Two: Categorical Thinking About Continuous Bivariate Data

Bart de Langhe, ESADE Business School, Spain
Philip M. Fernbach, University of Colorado, USA
Julie Schiro, University College Dublin

Read More


J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants

Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany

Read More


How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.