A qualitative study of college student responses to conflicting messages in advertising: anti-binge drinking public service announcements versus wine promotion health messages
| Autor: | Eric Haley, Lei Wu, Ho-Young (Anthony) Ahn, Stephanie Kelly |
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| Rok vydání: | 2010 |
| Předmět: |
Adult
Male medicine.medical_specialty Health (social science) Alcohol Drinking Universities media_common.quotation_subject Health Behavior Persuasive Communication Binge drinking Wine Health Promotion Young Adult Promotion (rank) Advertising medicine Humans Students Qualitative Research media_common Ethanol Public health Public Health Environmental and Occupational Health food and beverages Social Marketing Female Public service Psychology Attitude to Health Qualitative research |
| Zdroj: | International Journal of Public Health. 56:271-279 |
| ISSN: | 1661-8564 1661-8556 |
| DOI: | 10.1007/s00038-010-0217-5 |
| Popis: | The purpose of this study was to investigate how college students deal with conflicting health messages in advertising regarding binge drinking and wine promotion.Phenomenological in-depth long interviews were conducted beyond the point of redundancy (N = 16).The results of this study indicated that students' meaning making regarding the conflicting messages relied greatly upon how consistent either message was with their prior beliefs about alcohol. Additionally, not all students perceived the messages to be contradictory; these students saw the messages as being constructed for different purposes and as such incomparable. Overall, students who perceived conflict responded to the topic with apathy fueled by advertising skepticism.Employing qualitative methodology to understand how college students respond to conflicting messages will assist health promotion practitioners develop more effective alcohol abuse prevention messages and provide suggestions for researchers for studying this phenomenon from other perspectives in the future. Implications are further discussed within. |
| Databáze: | OpenAIRE |
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