Effects of showing risk in beer commercials to young drinkers

Lara Zwarun, Daniel Linz, Miriam Metzger, Dale Kunkel

Research output: Contribution to journalReview articlepeer-review

10 Scopus citations


An experiment assessed the effects of exposing college students to beer commercials with images of activities that would be dangerous to undertake while drinking. Those exposed to the ads were more likely to believe in the social benefits of drinking than those not exposed, particularly among males. Those participants who reported seeing people engaged in risky activities as well as drinking beer had an increased tolerance for drunk driving. The findings suggest that the imagery in beer commercials can contribute to beliefs about alcohol that predict drinking and to an increased acceptance of dangerous drinking behavior.

Original languageEnglish (US)
Pages (from-to)52-77
Number of pages26
JournalJournal of Broadcasting and Electronic Media
Issue number1
StatePublished - Mar 2006

ASJC Scopus subject areas

  • Communication


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