Renske Koordeman

Effects of alcohol portrayals in movies on actual alcohol consumption: an observational experimental study

AIMS This study uses an experimental design to assess the effects of movie alcohol portrayal on alcohol consumption of young adults while watching a movie. Gender, weekly alcohol use and identification with the movie actor/character were assessed as moderators. DESIGN A two (sex) × two (movie: alcohol or no portrayal of alcohol) between-subject design was used. SETTING Participants watched a contemporary movie in a semi-naturalistic living room setting. PARTICIPANTS A total of 122 same-sex, young adult dyads (ages 18-29 years) participated in the experiment. MEASUREMENTS Their actual alcohol consumption while watching was examined. A multivariate regression analysis was used to examine the effects of the movie condition on alcohol consumption. FINDINGS Assignment to movie alcohol increased alcohol consumption during the movie for men but not women. Identification and weekly alcohol consumption did not moderate the relation between movie condition and alcohol consumption. CONCLUSIONS Viewing a movie with alcohol portrayal can lead to higher alcohol consumption in young men while watching the movie.

Exposure to soda commercials affects sugar-sweetened soda consumption in young women. An observational experimental study

The present study examines the direct effects of television commercials advertising soda on actual sugar-sweetened soda consumption among young women. An experimental-observational study design was used, in which 51 female students (ages 18-29) were exposed to a 35-min movie clip, interrupted by two commercial breaks consisting of soda or water commercials. Their actual soda consumption while watching the movie clip was examined. An analysis of variance was used to examine the effects of commercial condition on soda consumption. Thirst and first glass consumed before the first commercial break were added as covariates in the analyses. Results indicated that participants assigned to the condition with soda commercials consumed 1.3 ounces more soda than participants in the water commercial condition. Exposure to soda commercials while watching a movie can have a strong influence on increasing sugar-sweetened soda consumption in young women.

Alcohol Portrayals in Movies, Music Videos and Soap Operas and Alcohol Use of Young People: Current Status and Future Challenges

AIMS To provide an overview of studies of the effects of alcohol portrayals in movies, music videos and soap operas on alcohol consumption among young people. Moreover, we highlight important issues that need to be addressed in future research. METHODS This paper reviews the current literature on alcohol portrayals on-screen and the associated gaps and challenges in alcohol media research. RESULTS Thirteen longitudinal studies, 8 cross-sectional studies and 6 experimental studies examined the effects of alcohol portrayals on-screen on alcohol consumption among young people. They showed a relation between on-screen alcohol exposure and onset and progression of alcohol consumption. A distinction can be made between long-term effects and immediate effects on alcohol consumption. Only lately, more attention has been paid to processes underlying the effects of on-screen alcohol exposure. CONCLUSION Replication of findings and development of new research designs is essential. On-screen alcohol exposure does not affect everyone. It is important to test individual differences in susceptibility to on-screen alcohol portrayals. Further, not all media alcohol portrayal might provoke similar effects. It is therefore essential to test the effect of different types of alcohol portrayals.

Self-control and the effects of movie alcohol portrayals on immediate alcohol consumption in male college students

Background: In movies, alcohol-related cues are frequently depicted and there is evidence for a link between movie alcohol cues and immediate alcohol consumption. Less is known about factors influencing immediate effects movie alcohol exposure on drinking. The exertion of self-control is thought to be important in avoiding or resisting certain temptations. Aims: The aim of the present study was to assess the immediate effects of movie alcohol portrayals on drinking of male social drinkers and to assess the moderating role of self-control in this relation. It was hypothesized that participants would drink more when exposed to movie alcohol portrayals and that especially participants with low self-control would be affected by these portrayals. Methods: A between-subjects design comparing two movie conditions (alcohol or no portrayal of alcohol) was used, in which 154 pairs of male friends (ages 18–30) watched a 1-h movie in a semi-naturalistic living room setting. Their alcohol consumption while watching was examined. Participants completed a questionnaire assessing self-control as well as their self-reported weekly alcohol use. A multivariate regression analysis was conducted to test the effects of movie condition on alcohol comsumption. Results: Self-control moderated the relation between movie condition and alcohol consumption. Assignment to the alcohol movie condition increased alcohol consumption during the movie for males with high self-control but not for males with low self-control. Conclusion: Viewing a movie with alcohol portrayals can lead to higher alcohol consumption in a specific sample of young men while watching a movie.

The Effect of Positive and Negative Movie Alcohol Portrayals on Transportation and Attitude Toward the Movie

BACKGROUND This study examined the effects of alcohol portrayals on transportation and attitude toward a movie. In addition, we examined whether positive and negative movie alcohol portrayals affect transportation into and attitude toward the movie. METHODS A within-subject design was used in which participants were exposed to 8 different movie clips containing alcohol (positive or negative context) or no alcohol portrayals in a controlled laboratory setting. A total of 159 college students (84 males and 75 females) ages 18 to 30 participated in the experiment. Transportation and attitude toward the movie were measured after each movie clip. RESULTS Participants were more transported into and had a more positive attitude toward movie clips with alcohol portrayals compared to the same movie clips with no alcohol portrayal. In addition, participants were more transported into movie clips with negative alcohol (NA) portrayals compared to clips with positive alcohol (PA) portrayals. For attitude toward the movie, opposite results were found. Participants had a more positive attitudes toward clips with PA portrayals compared to clips with NA portrayals. CONCLUSIONS The way alcohol is portrayed in movies may contribute to how people evaluate and get transported in movies.