The role of advertiser motives in consumer evaluations of ‘responsibility’ messages from the alcohol industry

Abstract

In response to social problems associated with alcohol consumption, several alcohol industry participants have produced ad campaigns urging consumers to use their products appropriately. Although many of these campaigns have directed consumers to use ‘moderation’ and/or ‘drink responsibly’, consumer interpretations of the messages has not been extensively researched. This study was undertaken to better understand how alcohol advertisements with socially responsible messages are discerned by consumers, and how this discernment may affect well‐known advertising outcomes. Results indicate that alcohol moderation advertisements are perceived as being more ambiguous than product advertisements and that consumer's may perceive the advertiser's motive as self‐serving. Together, these results suggest that using strategically ambiguous ‘responsibility’ messages may potentially negatively impact both the alcohol manufacturer's corporate credibility and consumer purchase intention.