Embedded Alcohol Messages in Television Series: The Interactive Effect of Warnings and Audience Connectedness on Viewers’ Alcohol Beliefs

Journal of Studies on Alcohol and Drugs, 69 (May 2008), 459-467

9 Pages Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Dale Russell

Pacific Institute for Research and Evaluation (PIRE)

Date Written: 2008

Abstract

This research investigates whether warning viewers about the presence of embedded messages in the content of a television episode affects viewers’ drinking beliefs and whether audience connectedness moderates the warning’s impact.

Suggested Citation

Russell, Cristel and Russell, Dale, Embedded Alcohol Messages in Television Series: The Interactive Effect of Warnings and Audience Connectedness on Viewers’ Alcohol Beliefs (2008). Journal of Studies on Alcohol and Drugs, 69 (May 2008), 459-467. Available at SSRN: https://ssrn.com/abstract=2691652

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Dale Russell

Pacific Institute for Research and Evaluation (PIRE) ( email )

11720 Beltsville Drive, Suite 900
Calverton, MD 20705
United States

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