Guilt-Based Anti-Alcohol Ads Can Backfire, Study Finds

Researchers are now saying that using shame or guilt to try to prevent over consumption of alcohol can actually cause people to drink more.  Go figure!  Shouldn’t we have realized that years ago?   How many of us understand that addicts are mentally trying to escape?  Do we really think that piling on the guilt is going to make an addict stop?

Researcher Adam Duhachek of the Indiana Kelley School of Business and colleagues said that ads that link alcohol abuse to negative consequences like blackouts and automobile crashes in order to elicit feelings of shame or guilt can trigger a defensive coping mechanism. This can lead viewers to believe that bad things related to drinking can only happen to others and can actually increase irresponsible drinking, researchers said.

“The public health and marketing communities expend considerable effort and capital on these campaigns but have long suspected they were less effective than hoped,” said Duhachek. “But the situation is worse than wasted money or effort. These ads ultimately may do more harm than good because they have the potential to spur more of the behavior they’re trying to prevent.”

A better approach might be to educate the public about the negatives associated with drinking but link that message to one of empowerment, said Duhachek. “If you’re going to communicate a frightening scenario, temper it with the idea that it’s avoidable,” he said.

Please don’t get me wrong, I believe educating people about the danger of impaired driving is extremely important, but education alone is never going to eradicate impaired driving.  Lets face it, we have been educating everyone about the dangers of impaired driving for more than 3 decades now (my 31 year old son was taught it in the Safety School program he attended prior to his first day of kindergarten),  yet we have not seen a decrease in impaired driving deaths in the past 15 years.  Until we get serious and accept that it is going to take some type of safety technology  installed in every vehicle, this problem is not going to go away.   Isn’t that the same reason that seat belts and air bags were made mandatory for every vehicle?

I also think these signs serve a better purpose than trying to lay a guilt trip on someone and that is to reminds us how fortune we are that we have never had to live that pain.  My heart and prayers go out to the family every time I see one of these.

Advertisements

Tags: , , , , , , , ,

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s


%d bloggers like this: