6533b859fe1ef96bd12b767d

RESEARCH PRODUCT

The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness

Mª José Miquel-romeroFranco Sancho-esper

subject

Power (social and political)GovernmentAlcohol advertisingControl (management)AdvertisingCompetitor analysisBusinessMarketingSet (psychology)Alcohol consumptionConsumer behaviour

description

It is widely accepted that a framework is necessary to regulate advertising activities. Advertising has a responsibility within our economic system, to provide information on new and existing products and services. Economic health of both buyers and competitors is affected if the advertising system is injected with false or misleading claims. Thus, Government and self-regulation associations should create a set of rules which define and control the behaviour of the advertising companies. Taking into account the power attributed to advertising for influencing consumer behaviour, some of those mentioned rules are established to protect the audience.

yearjournalcountryeditionlanguage
2011-01-01
https://doi.org/10.1007/978-3-8349-6854-8_6