OPTIMIZING AND EVALUATING ALCOHOL WARNINGS IN TV ADS

这项研究探讨了如何警告伴随电视啤酒广告 影响观众对饮酒的风险和益处的看法， 以及警告对观众对啤酒的反应有多大影响 广告本身。这项研究还将评估替代方案 警告内容和措辞、位置和视听演示。我们 目标是从以下角度提供一个经过验证的理论模型： 说服，态度和行为的变化，描述警告如何可能 影响酒精风险和利益判断以及其他行为 前因，并为建议提供一个经验框架 关于此类警告的内容和表述。第1阶段将 测试各种警告内容策略，包括使用 基本利率（统计）信息，并提供行为 建议;将重点对替代预警方法进行预先测试 组标准将包括主观认知反应和影响 知识、风险估计、自我效能和意图。第2阶段将 针对无警告控制条件测试优选的警告策略， 并且在广告呈现之前或之后操纵警告的呈现; 因变量还包括对酒精风险的看法， 对这些看法的好处和信心。第三阶段将检查音频- 视觉内容问题，包括操纵纯文本，积极吸引力 视觉效果（例如，倒啤酒），以及引起恐惧的视觉效果（例如， 汽车事故镜头），与无音频，专制，和 没有威胁的声音质量配音。随机数字拨号招募 将在整个过程中使用，以最大限度地提高外部有效性。总N为 阶段1-3为800-1000。所有三个阶段的受试者均为非- 年龄在21-65岁之间的禁欲成年人，按性别和饮酒量分层。

This study examines how warnings accompanying televised beer advertisements affect viewer perceptions of the risks and benefits of alcohol consumption, as well as how much warnings influence viewers' responses to the beer advertisements themselves. This research will also evaluate alternative warning content and wording, placement, and audio-visual presentation. Our goal is to provide a validated theoretical model, from the perspective of persuasion, attitude, and behavior change, describing how warnings may influence alcohol risk and benefit judgments and other behavioral antecedents, and to provide an empirical framework for recommendations regarding the content and presentation of such warnings. Phase 1 will provide a test of various warning content strategies, including use of base-rate (statistical) information, and provision of behavioral recommendations; alternative warning approaches will be pretested in focus groups. Criteria will include subjective cognitive responses, and impact on knowledge, risk estimates, self-efficacy, and intention. Phase 2 will test preferred warning strategies against a no-warning control condition, and manipulate presentation of warnings before or after ad presentation; dependent variables will also include perceptions of alcohol risks and benefits and confidence in those perceptions. Phase 3 will examine audio- visual content issues, including manipulating text-only, positive-appeal visuals (e.g., beer being poured), and fear-inducing visuals (e.g., automobile accident footage), crossed with no-audio, authoritarian, and non-threatening vocal quality voice overs. Random digit dialing recruiting will be used throughout, to maximize external validity. Total N will be 800-1000 for Phases 1-3. Subjects in all three phases will be non- abstinent adults ages 21-65, stratified by gender and amount of drinking.