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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

By: Jeremy Mullman
Published: March 03, 2010

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. ...

Full Article Word count: 450

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