Document Type
Thesis
First Faculty Advisor
Sukki Yoon
Second Faculty Advisor
Kacy Kim
Keywords
alcohol marketing; anti-alcohol marketing; marketing; alcohol; anti-alcohol
Publisher
Bryant University
Rights Management
CC-BY-NC-ND; CC-BY; CC-BY-SA; CC-BY-ND; CC-BY-NC-SA; CC-BY-NC
Abstract
The alcohol market has been growing exponentially worldwide over the past decade with no trends of stopping in the near future. With this growth comes an increase in marketing efforts from both pro-alcohol companies and anti-alcohol agencies. While pro-alcohol companies have not had any trouble regarding marketing, anti-alcohol agencies have lagged behind in terms of social and digital marketing efforts. The goal of this research was to uncover how various anti-alcohol stimuli affect consumer attitudes and beliefs. To conduct research, we ran a Qualtrics survey consisting of 279 college students. The results showed that 1) when participants viewed an anti-alcohol stimulus featuring a male, they were more likely to have a positive attitude towards the stimulus if it was in second person point of view 2) when participants viewed an anti-alcohol stimulus featuring a female, they were more likely to have a positive attitude towards the stimulus if it was in first person point of view 3) when participants viewed an anti-alcohol stimulus featuring a male, they were more likely to recommend alcohol if the stimuli was in first person point of view and 4) when participants viewed an anti-alcohol stimulus featuring a female, they were more likely to recommend alcohol if the stimuli was in second person point of view.
Comments
Marketing research on anti-alcohol campaigns was conducted in the Bryant University behavioral marketing lab. This study was conducted to help aid anti-alcohol agencies in improving their marketing effectiveness and built primarily off the reseach of Sue Best (2015).