CHICAGO (AdAge.com) — Public-service ads intended to reduce binge drinking may actually lead to more of it, according to a study out of Northwestern University’s Kellogg School of Management that’s set for publication in the Journal of Marketing Research later this year.
The five-part study — based on interviews with 1,200 undergraduate students shown ads created for the research that were modeled after anti-alcohol ads that ran in Canada — faults the ads’ reliance on “self-conscious” emotions such as guilt and shame to make their point.
Full story: Study: Binge Drinking PSAs May Exacerbate Problem – Advertising Age – News