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A qualitative investigation of Australian young adult responses to pictorial and graphic alcohol product warnings
journal contribution
posted on 2017-10-01, 00:00 authored by Kerri CoomberKerri Coomber, Alexa HayleyAlexa Hayley, C Giorgi, Peter MillerPeter MillerThis qualitative study aimed to understand whether pictorial and graphic alcohol warnings would be an effective intervention to reduce alcohol-related harms among young adult drinkers. Four focus groups (n = 26) were conducted examining impressions, reactions, and thoughts about five pictorial warnings and five graphic warnings. Students (58% female) from Melbourne, Australia, aged 18 to 25 years who consumed alcohol participated. The warnings used in this study elicited strong negative emotional reactions, including avoidance. While the use of images increased the salience of the warnings, participants discussed the likelihood of habituation, indicating warning rotation is needed. Targeted messages and statistics appealed to the participants. However, they were unlikely to change their drinking behavior due to the warnings. Consistent with tobacco warning literature, and in line with behavior change and message persuasion theory, warning labels with photographic images and targeted statistics were found to have the most persuasive impact against risky drinking within this sample.
History
Journal
Journal of drug issuesVolume
47Issue
4Pagination
622 - 637Publisher
SAGE PublicationsLocation
London, Eng.Publisher DOI
ISSN
0022-0426Language
engPublication classification
C Journal article; C1 Refereed article in a scholarly journalCopyright notice
2017, The AuthorsUsage metrics
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