University of Twente Student Theses
(Don’t) raise your glass - The effects of health warning labels on the willingness to drink
Griebner, M. (2022) (Don’t) raise your glass - The effects of health warning labels on the willingness to drink.
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| Abstract: | The aim of this study was to discover the effects of textual and graphic health warnings on Instagram, in particular, on alcohol related and branded posts. Currently, in many European countries, the legislation regarding alcohol advertisements online is lacking and self-regulatory codes by the industry appear to be insufficient. Vulnerable groups such as children and adolescents are targeted as well, and there are no functioning warning mechanisms to protect those groups. Research highlights the encouraging effects that exposure to alcohol posts has on those who see them online, including higher drinking intentions. A 2x2 between-subjects experimental design (N = 140) was tested, where a textual alcohol warning vs no textual alcohol warning and a graphic alcohol warning vs no graphic alcohol warning have been measured to investigate the effect on ‘attitude towards the advertisement’, ‘attitude towards the product’, and ‘attitude towards alcohol’. A MANOVA analysis was conducted. However, no significant main effects of ‘textual warning’ and ‘graphic warning’ on the ‘attitude towards the advertisement’, ‘attitude towards the product’, and ‘attitude towards alcohol’ could be found. Furthermore, there was no significant interaction effect between the ‘textual warning’ and ‘graphic warning’. Although the results were non-significant, there are learnings to consider. Although there was no significant result found, health warning labels remain an important tool to inform and warn about harming products. Nevertheless, more research is necessary to discover different types of warning labels in online settings and their effectiveness. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/91317 |
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