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Impact of alcohol marketing content regulation on consumers’ responses and warnings’ visibility

Author

Listed:
  • Jacques-François Diouf

    (EHESP - École des Hautes Études en Santé Publique [EHESP])

  • Karine Gallopel-Morvan

    (EA MOS - EA Management des Organisations de Santé - EHESP - École des Hautes Études en Santé Publique [EHESP] - PRES Sorbonne Paris Cité, EHESP - École des Hautes Études en Santé Publique [EHESP], IDM - Institut du Management - EHESP - École des Hautes Études en Santé Publique [EHESP])

Abstract

Study objectives: Our research tackles the effectiveness of alcohol marketing regulation. More precisely, this research examines how content-regulated (CR) marketing as proposed in the French Evin law (that mandates ads and packaging to convey only factual information and objective qualities of alcohol products) compared to nonregulated marketing - and particularly "limited edition" (LE) ads and packs (with novel designs or innovations) - can influence perceptions, attitude, desire to consume alcohol and the noticeability of warnings displayed in ads to inform about risks. Methods and material: A between-subject designed experiment was conducted on 696 individuals aged 15-30 with an online questionnaire. Twelve stimuli were used: 3 (alcohol brands: Absolut Vodka, Hennessy cognac and Moet & Chandon champagne) x 2 (CR packs presented in regulated ads vs. LE packs presented in non-regulated ads) x 2 (warning format: less vs. more prominent). Each participant was exposed to 3 stimuli of 3 the different brands. The LE pack (and ad) of Absolut was designed by a fashion designer, the LE of Hennessy by an artist and the LE Moet was a golden LE launched for the New Year. Results: Results show that CR packs and ads, compared to LE ones, reduce attractiveness of the ad, products' appeal and desire to consume alcohol. While prominence enhances warning's attentional processing, none of the tested ad types influenced its noticeability. Conclusion: Content-regulated laws such as the Evin law in France are effective way to reduce alcohol appeal among young adults.

Suggested Citation

  • Jacques-François Diouf & Karine Gallopel-Morvan, 2020. "Impact of alcohol marketing content regulation on consumers’ responses and warnings’ visibility," Post-Print halshs-02900972, HAL.
    • Handle: RePEc:hal:journl:halshs-02900972
    as

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