Avoidance Responses to Alternative Alcohol Warning Labels¹

Abstract

A preference‐based measure of responses to warning labels was used to study alternative alcohol warning labels that differed in: (a) length, (b) presence of qualifier words, (c) alternative content, and (d) specific beverage. The specific risks mentioned were more important than the overall label length, qualifier words reduced avoidance responses, various alternative warnings elicited more avoidance responses than the existing alcohol warning label, and more avoidance responses were made to labels on a whiskey bottle than on a beer bottle. Warnings with the words “poison,”“cancer,” or “health problems” were the most powerful. The results for college students in Study 1 were replicated in a high‐school sample in Study 2.