Advertising Age Article Abstract
Why Binge Drinking PSAs May Leave Some Reaching for Another Drink
Northwestern Study Says Ads' Reliance on Guilt, Shame Lead to Defensive and Damaging Behavior
CHICAGO (AdAge.com) -- Public-service ads intended to reduce binge drinking may actually lead to more of it, according to a study out of Northwestern University's Kellogg School of Management that's set for publication in the Journal of Marketing Research later this year. ...