Researchers from the Kellog Institute of Management, Northwestern University have claimed that the ads which concentrate on prohibiting people from over drinking actually provoke them to do so.
The phenomenon, known as “defensive processing,” which triggers the viewer to react in a resentful manner towards the guilt-laden messages in the ads, is said to be more prevalent in the youth.
“The conventional wisdom from people who design these ads is, if we scare people enough it’s always going to be a good thing,” said study researcher Adam Duhachek, a marketing professor at Indiana University. “We demonstrate circumstances where they [not only] aren’t effective, but they cause a backlash where people actually drink more than if they hadn’t been exposed to the ads.”
According to the researchers, these ads may also be behind the 79000 deaths caused due to excessive drinking every year in the nation.
Details of the study
The first of its kind study looked at 1200 undergraduates who were exposed to the announcements designed for a Canadian anti-drinking campaign.
The subjects were shown two anti-drinking ads and were asked to fill up questionnaires on how likely they were to indulge in drinking sessions the following year.
The questionnaires revealed that the ones who were guiltier after watching the ads were more likely to drink.
Findings of the study
According to the study, shame- and guilt-laden messages in the campaigns are the major factors that trigger people to drink more than usual.
People who are already suffering from alcohol-related issues are more affected by these ads than others, the study further revealed. They start believing that the messages showing the ill effects of alcohol are meant only for “other people,” and that they are completely on the safe edge.
“The situation is worse than wasted money or effort,” said Duhachek. “These ads ultimately may do more harm than good, because they have the potential to spur more of the behavior they’re trying to prevent.”
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