Counter-advertising condition | ||||||
---|---|---|---|---|---|---|
Control ad (n = 356) | Counter-adexposingalcohol harms (n = 367) | Counter-ad exposing alcohol sponsorship and harms (n = 352) | ||||
M | SD | M | SD | M | SD | |
Cognitive responses | ||||||
Easy to understand | 4.33 | 1.91 | 6.23a | 1.08 | 6.33 a | 1.05 |
Believable | 4.38 | 1.70 | 6.03 a | 1.16 | 5.90a | 1.29 |
Relevant to me | 3.84 | 1.85 | 3.94 | 1.92 | 5.09 ab | 1.68 |
Made me stop and think | 3.72 | 1.79 | 5.10a | 1.62 | 5.46 ab | 1.60 |
Would talk to others about | 3.33 | 1.91 | 4.98a | 1.65 | 5.10 a | 1.69 |
Taught me something new | 3.46 | 1.88 | 3.99a | 1.87 | 5.07 ab | 1.81 |
Motivational response | ||||||
Reduce the amount of alcohol I consume | 2.13 | 1.78 | 4.45 a | 1.93 | 4.28a | 2.03 |
Emotional responses | ||||||
Surprised | 3.03 | 1.87 | 3.15 | 1.79 | 4.28 ab | 1.70 |
Reassured | 3.00 | 1.81 | 3.76 a | 1.81 | 3.48a | 1.77 |
Worried | 2.05 | 1.47 | 3.55a | 1.82 | 4.26 ab | 1.75 |
Encouraged | 3.26 | 1.92 | 4.08a | 1.80 | 4.40 a | 1.80 |
Amused | 3.04 | 1.81 | 2.77 | 1.75 | 3.01 | 1.85 |
Confused | 3.89 bc | 2.04 | 1.97 | 1.52 | 2.20 | 1.58 |
Bored | 3.93 bc | 1.90 | 2.44 | 1.65 | 2.62 | 1.70 |