| Abstract: | In an experimental study of how beer commercials affect alcohol expectancies, 92 fifth graders watched 40 television ads that included either five beer commercials, five soft-drink commercials, or five beer commercials plus two antidrinking messages. Afterwards, as an unrelated task, they completed the Alcohol Expectancy Questionnaire-Adolescent Form (AEQ-A; Christiansen, Goldman, & Inn, 1982). Exposure to different commercials produced no differences in drinking expectancies. The experiment was repeated on 74 eighth graders with similar null results; however, eighth-grade girls more strongly believed (p <.02) that alcohol leads to deteriorated cognitive and behavioral function. In a comparison of fifth and eighth graders from the same school, eighth graders had significantly more positive scores on three AEQ-A scales that tapped social/emotional expectancies. The failure of beer commercials to create positive alcohol expectancies is consistent with limited and null findings of previous investigations. Research to date does not support a ban on alcohol advertising. |
