Effects of alcohol portrayals in movies on actual alcohol consumption: an observational experimental study

  1. Renske Koordeman,
  2. Doeschka J. Anschutz,
  3. Rick B. van Baaren,
  4. Rutger C. M. E. Engels

Article first published online: 6 DEC 2010

DOI: 10.1111/j.1360-0443.2010.03224.x

Issue

Addiction

Addiction

Volume 106, Issue 3, pages 547–554, March 2011

Additional Information

How to Cite

Koordeman, R., Anschutz, D. J., van Baaren, R. B. and Engels, R. C. M. E. (2011), Effects of alcohol portrayals in movies on actual alcohol consumption: an observational experimental study. Addiction, 106: 547–554. doi: 10.1111/j.1360-0443.2010.03224.x

Author Information

  1. Behavioural Science Institute, Radboud University, Nijmegen, the Netherlands

*Renske Koordeman, Behavioural Science Institute, Radboud University Nijmegen, PO Box 9104, 6500 HE Nijmegen, the Netherlands. E-mail: r.koordeman@bsi.ru.nl

Publication History

  1. Issue published online: 7 FEB 2011
  2. Article first published online: 6 DEC 2010
  3. Accepted manuscript online: 6 OCT 2010 11:17AM EST
  4. Submitted 20 October 2009; initial review completed 13 January 2010; final version accepted 24 September 2010

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Keywords:

  • Alcohol;
  • media;
  • movie;
  • sex differences

ABSTRACT

Aims  This study uses an experimental design to assess the effects of movie alcohol portrayal on alcohol consumption of young adults while watching a movie. Gender, weekly alcohol use and identification with the movie actor/character were assessed as moderators.

Design  A two (sex) × two (movie: alcohol or no portrayal of alcohol) between-subject design was used.

Setting  Participants watched a contemporary movie in a semi-naturalistic living room setting.

Participants  A total of 122 same-sex, young adult dyads (ages 18–29 years) participated in the experiment.

Measurements  Their actual alcohol consumption while watching was examined. A multivariate regression analysis was used to examine the effects of the movie condition on alcohol consumption.

Findings  Assignment to movie alcohol increased alcohol consumption during the movie for men but not women. Identification and weekly alcohol consumption did not moderate the relation between movie condition and alcohol consumption.

Conclusions  Viewing a movie with alcohol portrayal can lead to higher alcohol consumption in young men while watching the movie.

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