Cognitive Restructuring as a Relapse Prevention Strategy: Teaching Alcoholics to Talk Back to Beer Ads

This research addresses the question of whether beer ads contain elements that directly tap into the psychological profile of recovering alcoholics, a special group whose needs have not been addressed by advertisers. The study examines the content of beer advertising for elements associated with pro...

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Bibliographic Details
Published in:Alcoholism treatment quarterly 1999-12, Vol.17 (4), p.29-51
Main Authors: Wolburg, Joyce M., Hovland, Roxanne, Hopson, Ronald E.
Format: Article
Language:English
Subjects:
Advertising
Alcoholic Beverages
Alcoholism
beer ads
Cognition
cognitive restructuring
Prevention
Relapse
Relapse prevention
talkback
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Summary:This research addresses the question of whether beer ads contain elements that directly tap into the psychological profile of recovering alcoholics, a special group whose needs have not been addressed by advertisers. The study examines the content of beer advertising for elements associated with problematic modes of experience previously identified for people addicted to alcohol. Results showed that beer ads contained appeals to all of these elements-a finding that suggests the persuasive strategy may be particularly compelling for alcoholics. Counter-strategies are offered that experts can implement in recovery programs to inoculate patients against the appeal of such ads, including teaching alcoholics to cognitively restructure advertising messages.
ISSN:0734-7324
1544-4538
DOI:10.1300/J020v17n04_03