Influence of alcohol advertising on implicit alcohol-related cognitions in university students
Abstract
The alcohol-related implicit cognitions are beliefs that originate from early affective experiences related to alcohol use and mediate consumer behavior automatically.
The aim of this study was to determine whether exposure to advertising of alcoholic beverages produces significant changes in alcohol-related implicit cognitions. 83 university students from the Universidad Nacional de Córdoba were assessed with the Implicit Association Test both in the pre-test as the post-test. We used a factorial design 2x2 (Sex and Advertising). After the pre-test groups were exposed to the respective conditions. Results showed that exposure to advertising of alcoholic beverages did not produce significant changes in implicit cognitions. This may be due to particuliarities of the method: a) his bipolarity (of concepts and attributes) and b) the use of a general version and not an affective one.
