Impact of health-oriented marketing claims on young adults' alcohol product perceptions, hypothetical consumption, and beliefs: a randomized experiment.

IF 2.2 4区 医学 Q3 SUBSTANCE ABUSE
Ashleigh Haynes, Zenobia Talati, Danica Keric, Julia Stafford, Gael Myers, Jane Martin, Melanie Wakefield, Helen Dixon
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引用次数: 0

Abstract

Aims: Health-oriented marketing claims commonly and increasingly feature on alcohol products and target younger consumers. This study aimed to test effects of such claims on young adults' alcohol product perceptions and intended consumption.

Methods: Australian young adults aged 18-24 (N = 1009) viewed 10 alcohol products in an online experiment comprising two between-subjects conditions (no claim control, claim) and five within-subjects conditions (low sugar/carb, low calorie, natural, organic, and preservative free). Products were identical between conditions (including labelled alcohol and energy content) except for the presence or absence of claims. Participants rated their perceptions and reported their intended consumption of each product.

Results: Overall, participants perceived alcohol products displaying health-oriented marketing claims as significantly healthier, less harmful to health, lower in sugar and kilojoules, and more suitable for weight management and a healthy diet than identical products without claims (P = .005-P < .001), but claims did not affect intentions to consume products in the next fortnight. These effects were consistent across most individual claims. However, participants intended to consume a higher number of cans/bottles of products featuring 'natural' claims (P = .032) and of products displaying any health-oriented marketing claim in the minority of instances (19.4%) when they did not view the back label featuring nutrition information (P = .031).

Conclusions: Health-oriented marketing claims commonly displayed on alcohol products lead young adults to misperceive those products as healthier on many dimensions even in the presence of information to the contrary. There is a need to strengthen the regulation of alcohol labelling and marketing by prohibiting these misleading claims.

以健康为导向的营销主张对年轻人对酒精产品的认知、假设消费和信念的影响:一项随机实验
目的:以健康为导向的营销主张通常越来越多地出现在酒精产品上,目标是年轻消费者。这项研究旨在测试这种说法对年轻人对酒精产品的认知和预期消费的影响。方法:年龄在18-24岁的澳大利亚年轻人(N = 1009)在一个在线实验中观看了10种酒精产品,其中包括两种受试者间条件(无索赔控制,索赔)和五种受试者内条件(低糖/碳水化合物,低热量,天然,有机和无防腐剂)。不同条件下的产品(包括标示的酒精和能量含量)除了有无声明外都是相同的。参与者评估了他们的看法,并报告了他们对每种产品的预期消费。结果:总体而言,参与者认为,与没有宣传的同类产品相比,展示以健康为导向的营销宣传的酒精产品明显更健康,对健康的危害更小,含糖量和千焦耳含量更低,更适合体重管理和健康饮食(P =)。结论:通常显示在酒精产品上的以健康为导向的营销声明导致年轻人在许多方面误认为这些产品更健康,即使存在相反的信息。有必要通过禁止这些误导性声明来加强对酒精标签和营销的监管。
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来源期刊
Alcohol and alcoholism
Alcohol and alcoholism 医学-药物滥用
CiteScore
4.70
自引率
3.60%
发文量
62
审稿时长
4-8 weeks
期刊介绍: About the Journal Alcohol and Alcoholism publishes papers on the biomedical, psychological, and sociological aspects of alcoholism and alcohol research, provided that they make a new and significant contribution to knowledge in the field. Papers include new results obtained experimentally, descriptions of new experimental (including clinical) methods of importance to the field of alcohol research and treatment, or new interpretations of existing results. Theoretical contributions are considered equally with papers dealing with experimental work provided that such theoretical contributions are not of a largely speculative or philosophical nature.
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