Trust Me, You've had ENOUGH: The use of differential relationships to decrease the likelihood of binge drinking in different contexts
Thesis DisciplineBusiness Administration
Degree GrantorUniversity of Canterbury
Degree NameMaster of Commerce
Counter binge drinking advertisements most commonly feature fear appeals, but this research moves away from this tradition and investigates the potential use of key relationships and binge drinking contexts in young university students’ lives in counter binge drinking advertisements. This involved creating advertisements featuring one of three key relationships (either a best friend, mother or bartender) and one of two drinking contexts (either a 21st birthday or a Friday night out) and examining how these advertisements affected young university students’ likelihood to binge drink, attitude towards the act of binge drinking, and attitude towards alcoholic products. A between subject factorial design was implemented, and data was collected through the distribution of a survey to 301 participants. Statistical analysis of the data showed that the context shown significantly influences young university students’ likelihood of binge drinking and their attitude towards the act of binge drinking, while the relationship shown had a significant effect on their emotional and rational attitudes towards the advertisement. The type of relationship a young university student has with their best friend and mother also affected many of the results, while the gender of the spokesperson caused female university students to develop more negative attitudes towards the act of binge drinking than their male counterparts. Conclusions are drawn based on these results, and the implications for social marketers and the development of counter binge drinking advertisements is finally discussed.