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

  • Mª José Miquel-Romero
  • Franco Manuel Sancho-Esper


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.


Alcohol Consumption Alcoholic Beverage Affective Response Alcohol Expectancy Underage Drinking 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Mª José Miquel-Romero
    • 1
  • Franco Manuel Sancho-Esper
    • 2
  1. 1.University of ValenciaSpain
  2. 2.University of AlicanteSpain

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