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Alcohol Recognition and Desire to Drink of Extended Alcohol Brand Logos

Author

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  • Polathep Vichitkunakorn

    (Department of Family and Preventive Medicine, Faculty of Medicine, Prince of Songkla University, 15 Kanchanavanich Road, Hat Yai, Songkhla 90110, Thailand)

  • Sawitri Assanangkornchai

    (Department of Epidemiology, Faculty of Medicine, Prince of Songkla University, 15 Kanchanavanich Road, Hat Yai, Songkhla 90110, Thailand)

  • Jirawan Jayuphan

    (Department of Epidemiology, Faculty of Medicine, Prince of Songkla University, 15 Kanchanavanich Road, Hat Yai, Songkhla 90110, Thailand)

  • Teerohah Donroman

    (Division of Digital Innovation and Data Analytics, Faculty of Medicine, Prince of Songkla University, 15 Kanchanavanich Road, Hat Yai, Songkhla 90110, Thailand)

  • Tagoon Prappre

    (Department of Epidemiology, Faculty of Medicine, Prince of Songkla University, 15 Kanchanavanich Road, Hat Yai, Songkhla 90110, Thailand)

  • Monsicha Sittisombut

    (Faculty of Medicine, Prince of Songkla University, 15 Kanchanavanich Road, Hat Yai, Songkhla 90110, Thailand)

Abstract

Alcohol companies in Thailand have adopted surrogate marketing that uses similar logos on non-alcoholic products. We aimed to assess variations of the alcohol recognition using reaction time and desire to drink among consumers exposed to original logos and modified logos (i.e., black logos, partial logos, logos on non-alcoholic beverages and other merchandise). Participants aged ≥19 years took part in this cross-sectional study. The primary independent variables were types of logos: original logos, modified logos (i.e., black logos, partial logos, logos on non-alcoholic beverages, and logos on other merchandise). An in-house-developed online survey randomly presented the logos. Alcohol recognition and the desire to drink alcohol were assessed. The study included 1185 participants. More time (estimated coefficient of reaction time <0.5 s) was required to recognize the modified logos than the original logos. Younger participants (19–24 years) reacted significantly faster than the older participants (>25 years) after seeing all types of logos. The desire to drink alcohol (<0.5 point) upon seeing the modified logos was lower than the original logos. No significant difference in the desire was observed between the younger and older participants upon seeing the original and partial logos. The modified logos reminded consumers of the alcohol products of that brand with a tiny difference in reaction time and the desire to drink without practical significance.

Suggested Citation

  • Polathep Vichitkunakorn & Sawitri Assanangkornchai & Jirawan Jayuphan & Teerohah Donroman & Tagoon Prappre & Monsicha Sittisombut, 2022. "Alcohol Recognition and Desire to Drink of Extended Alcohol Brand Logos," IJERPH, MDPI, vol. 19(18), pages 1-12, September.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:18:p:11756-:d:917749
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    References listed on IDEAS

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