Onderzoeksartikel

Heeft de boodschapper het gedaan?: het effect van alcoholreclame op alcoholconsumptie, een literatuuroverzicht

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Abstract

A literature review shows that it is unlikely that alcohol advertising influences the total consumption of alcohol. Only a few studies find such an effect, and hardly ever the explained variance of the behaviour exceeds 5%. Other determinants- such as social influence, price of alcohol and income - are more important. However, it must be remarked that almost all studies have methodological shortcomings. Most importantly, the long term effects of advertising on children and adolescents are not studied. Furthermore, only a few studies investigate the causal direction of possible effects.

How to Cite:

Van Den Putte, B., (2001) “Heeft de boodschapper het gedaan?: het effect van alcoholreclame op alcoholconsumptie, een literatuuroverzicht”, Tijdschrift voor Communicatiewetenschap 29(2), 112–131.