A Comparison of Memory for and Attitudes about Alcohol, Cigarette, and Other Product Advertisements in College Students.

Zinser, Otto; Freeman, James E.; Ginnings, David K.

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Peer reviewed

ERIC Number: EJ596756

Record Type: CIJE

Publication Date: 1999

Pages: N/A

Abstractor: N/A

ISBN: N/A

ISSN: ISSN-0047-2379

EISSN: N/A

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A Comparison of Memory for and Attitudes about Alcohol, Cigarette, and Other Product Advertisements in College Students.

Zinser, Otto; Freeman, James E.; Ginnings, David K.

Journal of Drug Education, v29 n2 p175-85 1999

Compares college student attitude ratings and recall scores of various advertisements. Results reveal that the rating and recall scores of alcohol advertisements were significantly higher than those for cigarette advertisements and were among the highest of all the advertisements. Sex differences are examined. Results indicate that college students view alcohol advertising very favorably. (Author/MKA)

Descriptors: Advertising, College Students, Drinking, Higher Education, Rating Scales, Recall (Psychology), Sex Differences, Smoking, Student Attitudes

Publication Type: Journal Articles; Reports - Research

Education Level: N/A

Audience: N/A

Language: English

Sponsor: N/A

Authoring Institution: N/A

Grant or Contract Numbers: N/A

Author Affiliations: N/A