An Experimental Assessment of the Effects of Two Alcoholic Beverage Health Warnings Across Countries and Binge-Drinking Status |
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| Authors: | ELIZABETH H CREYER JOHN C KOZUP SCOT BURTON |
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| Institution: | 1. Elizabeth H. Creyer is an Associate Professor in the Marketing and Transportation Department, Sam M. Walton College of Business Administration, University of Arkansas, Fayetteville.;2. John C. Kozup is an Assistant Professor at Villanova University.;3. Scot Burton is a Professor in the Marketing and Transportation Department, Sam M. Walton College of Business Administration, University of Arkansas, Fayetteville. |
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| Abstract: | In recent years, alcohol-related problems on college campuses have been well documented. This research examines how two different alcoholic beverage health warnings placed on the label of a fictitious brand of beer influence alcohol-related risk perceptions, attitudes and intentions, and characterizations of problem-drinking behaviors of binge and non-binge drinkers in Australia and the United States. The consumer welfare implications of our findings, which show that the dependent measures are influenced by both main and interaction effects, are discussed. |
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