Social media alcohol advertising among underage minors: effects of models’ age

Abstract

Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads. Using social cognitive theory and the limited capacity model of mediated motivated message processing (LC4MP), we investigated the effects of alcohol ads featuring younger- and older-looking models on underage youths’ affective and cognitive processing and behavioral outcomes. Study 1 participants viewed YouTube ads where models looked either younger or older than 25. In addition to measuring advertising effectiveness self-report measure (e.g. attitudes, and behavioral intentions), participants’ psychophysiological responses were recorded. Study 2 used Instagram ads and measured outcomes with a nationally representative participant sample. Both studies show that younger-looking models in alcohol ads increase drinking intentions. Findings are discussed in relation to alcohol regulatory and policy recommendations as well as advertising’s role in hindering consumer well being.

Keywords:

• Psychophysiology
• model age
• social cognitive theory
• LC4MP
• social media
• alcohol use

Notes

1 Missing cases on some of the DVs were observed, thus the degrees of freedom in the ANOVA results vary per DV

Additional information

Funding

This work was supported by the Michigan Applied Public Policy Research, Institute for Public Policy and Social Research, Michigan State University.

Notes on contributors

Saleem Alhabash

Saleem Alhabash is an Associate Professor in the Department of Advertising and Public Relations, College of Communication Arts & Sciences, Michigan State University, where he also co-directs the Media and Advertising Psychology (MAP) Lab. His research focuses on the processes and effects of digital and social media within the context of persuasion. More specifically, his research investigates the cognitive and emotional responses, and psychological effects associated with using new and social media. His research is geared toward understanding how new communication technologies can be used as persuasive tools, most recently in relation to marketing of alcohol as well as digital aggression across the lifespan. He also studies how new and social media can facilitate cross-cultural and international communication, with emphasis on changing attitudes and stereotypes of foreign nations. In 2014, he was named the inaugural recipient of the American Academy of Advertising's Mary Alice Shaver Promising Professor Award. His research won best article, top paper, and top poster awards at national and international conferences. Saleem received his Ph.D. from the University of Missouri School of Journalism. Pre-academia, he worked in a youth nonprofit organization focusing on media and well-being.

Juan Mundel

Juan Mundel is an assistant professor of advertising in the College of Communication at DePaul University. He teaches graduate and undergraduate courses in advertising, consumer behavior and insights. Juan also serves as a faculty advisor for the Latino Media and Communication Program, where he teaches courses that examine Latinx and Latin American consumers. From an interdisciplinary background, his research includes media psychology, health communication, consumer behavior, and social media advertising. During his first year at DePaul University, Drs. Juan Mundel and Nur Uysal created the Media Engagement Research Laboratory (ME Lab) to train Public Relations and Advertising students on advanced market research. The lab is funded through a generous grant secured by the advertising faculty in 2018. He has published a variety of journal articles in peer-reviewed journals, such as the Journal of Marketing Communications, Journal of Retailing and Consumer Services, and the Journal of Product and Brand Management. He is an active reviewer for leading journals such as the International Journal of Advertising, Journal of Retailing and Consumer Services, and Social Media + Society.

Tao Deng

Tao (Tony) Deng is a doctoral student in the Information and Media Ph.D. Program, Department of Advertising and Public Relations, College of Communication, Michigan State University. Tony studies the interplay of culture and advertising, specifically how culture impacts advertising strategies, and the potential positive and negative effects of advertising on society. Tony holds an M.A. in Communication from Marquette University, an MSocSc in Media Management from Hong Kong Baptist University. He has worked as an editor in China Daily and subsequently a practitioner in advertising agencies in South China and Hong Kong.

Anna McAlister

Anna McAlister is an Associate Professor at Endicott College, where she teaches marketing courses, including research methods and data analysis techniques. Anna’s research area is consumer behavior. Having earned a Ph.D. in developmental psychology, her special interest is the application of theories of developmental psychology to the study of children’s consumer socialization. Her work is largely policy-oriented, with an interest in children’s knowledge of food brands, their responses to food advertising, and their resulting formation of food preferences. Recent papers are published in Journal of Public Policy & Marketing, Journal of Advertising, Cognitive Development, and International Journal of Advertising. Anna received her Ph.D. from the University of Queensland, Australia. She also holds a Graduate Certificate in Education with a specialization in Higher Education, and a Bachelor of Psychological Science with first class honors.

Elizabeth Taylor Quilliam

Elizabeth Taylor Quilliam is an Associate Professor at the Department of Advertising + Public Relations faculty at MSU. Previously, she was the West Virginia University School of Media’s first Harrison/Omnicom Professor of Advertising. Dr. Quilliam has worked for large and small companies, and as a consultant specializing in marketing communications and sales support. As the chief marketing officer of a start-up joint venture in New York, the NYCE electronic banking network, she won several advertising awards including 2 gold Effies from the American Marketing Association. Following her career in marketing and advertising, Dr. Quilliam earned her PhD in mass media at MSU. Her research focuses on media, children, and public policy, and has been funded by the National Institutes of Health and the USDA. Her work has been published in academic journals including the International Journal of Advertising and the Journal of Consumer Affairs, and has been reported in the popular press. Dr. Quilliam earned a BA from Oberlin College, Oberlin, Ohio and an MBA from the Weatherhead School of Management at Case Western Reserve University, Cleveland, OH.

Jef I. Richards

Jef I. Richards, J.D. (Indiana University, 1981), Ph.D (University of Wisconsin, 1988), is Professor and fomer Chair of the Department of Advertising + Public Relations at Michigan State University. He was a Professor of Advertising at The University of Texas at Austin, 1988–2010, serving as Department Chairman 1998 to 2002.His research includes advertising regulatory issues, and he has published more than 80 articles, books, and book chapters. He serves on editorial boards of the Journal of Advertising, the Journal of Current Issues & Research in Advertising, the Journal of Advertising Education, the Journal of Public Policy & Marketing, the Journal of Consumer Affairs, the Journal of Interactive Advertising, the Advertising & Society Review and the International Journal of Electronic Business. He also is associate editor of the International Journal of Internet Marketing and Advertising.

Kristen Lynch

Kristen Lynch is a doctoral student in the Information and Media Ph.D. Program, Department of Advertising and Public Relations, College of Communication, Michigan State University. She previously served as the Media and Advertising Psychology (MAP) Lab manager. Her research mainly focuses on the processes and effects associated with media multitasking.