This study evaluated three different advertising concepts addressing alcohol and pregnancy with women living in Perth. Researchers found advertising concepts containing a threat appeal were significantly more effective at increasing women’s intentions to abstain from alcohol during pregnancy than the self-efficacy message and the control.
Authors: Katherine E France, Robert J Donovan, Carol Bower, Elizabeth J Elliot, Janet M Payne, Heather D'Antoine, Anne Bartu
Date: January 2014