The influence of sensitivity to reward on responses to alcohol-related advertising

Madeline Corke (2011). The influence of sensitivity to reward on responses to alcohol-related advertising Honours Thesis, School of Psychology, The University of Queensland.

Attached Files (Some files may be inaccessible until you login with your UQ eSpace credentials)
Name Description MIMEType Size Downloads
CorkeMadeline4071thesis2011.pdf CorkeMadeline4071thesis2011 application/pdf 991.14KB 9
Author Madeline Corke
Thesis Title The influence of sensitivity to reward on responses to alcohol-related advertising
School, Centre or Institute School of Psychology
Institution The University of Queensland
Publication date 2011-10-12
Thesis type Honours Thesis
Supervisor Dr Natalie Loxton
Total pages 93
Language eng
Subjects 1701 Psychology
Abstract/Summary The role of advertising on alcohol consumption has received substantial criticisms, with longitudinal evidence demonstrating associations between media exposure to alcohol and drinking behaviour in adolescents. The present study aimed to investigate the more immediate effects of exposure to alcohol-related advertisements on affective responses and subjective ratings of desire to drink. Gray’s Reinforcement Sensitivity Theory (RST) was used as a framework for understanding individual differences in personality,specifically focusing on reward sensitivity, a neurobiological system proposed to underlie approach motivation in response to rewarding stimuli. Past research has shown that reward sensitivity is strongly associated with responses to alcohol-related cues. The primary aim of the current study was to investigate the influence of individual differences in reward sensitivity on reactivity to varied forms of alcohol-related advertising, including those promoting alcohol use, as well as Government initiatives aimed at reducing hazardous drinking levels in young adults. The results of the study demonstrate that individuals with heightened reward sensitivity, classified as hazardous drinkers, reported increases in subjective craving of alcohol following exposure to alcohol promoting advertisements. Individuals with high levels of reward sensitivity also demonstrated modest increases in craving after viewing aversive Government campaigns. In contrast, non-aversive Government campaigns were not found to influence affective responses or desire to drink alcohol. Observed results demonstrated mixed evidence for understanding the role of reward sensitivity in cued affective responses. Implications for these findings are discussed, along with limitations of the study and directions for future research.
Keyword Alcohol advertising
Drinking in adolescents

Citation counts: Google Scholar Search Google Scholar
Created: Wed, 13 Jun 2012, 10:46:26 EST by Mrs Ann Lee on behalf of School of Psychology