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

• Published in: Addiction (Abingdon, England) Vol. 106; no. 3; pp. 547 - 554
• Main Authors: Koordeman, Renske, Anschutz, Doeschka J., van Baaren, Rick B., Engels, Rutger C. M. E.
• Format: Journal Article
• Language: English
• Published: Oxford, UK Blackwell Publishing Ltd 01.03.2011; Blackwell
• Subjects: Addictive behaviors; Adolescent; Adult; Adult and adolescent clinical studies; Alcohol; Alcohol Drinking - epidemiology; Alcohol Drinking - psychology; Alcohol use; Alcoholic Beverages - statistics & numerical data; Biological and medical sciences; Cinema; Cues; Drug addiction; Effects; Evaluation; Experiments; Female; Gender; General aspects; Genital system. Mammary gland; Home; Humans; Identification; Identification (Psychology); Imitative Behavior; Investigative techniques, diagnostic techniques (general aspects); Linear Models; Male; media; Medical sciences; Motion Pictures; movie; Observation; Pathology. Cytology. Biochemistry. Spectrometry. Miscellaneous investigative techniques; Psychological effects; Psychology. Psychoanalysis. Psychiatry; Psychopathology. Psychiatry; Regression analysis; sex differences; Sex Factors; Young Adult; Young adults; Consumption; Human; Drug addiction; Observational study; Ethanol; movie; Sex; Media; Male; Alcohol; Experimental study; Image; Alcoholic beverage; Addiction; Female; Movies; Mass media; Comparative study; sex differences
• ISSN: 0965-2140; 1360-0443; 1360-0443
• DOI: 10.1111/j.1360-0443.2010.03224.x

ABSTRACT 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.