title: Psychophysiological reactivity to alcohol advertising in light and moderate social drinkers.
abstract: Psychophysiological responses to alcohol and nonalcohol advertising slides were compared in light and moderate social drinkers. Each slide presentation was interspersed with a rest period. Before viewing the slides, participants completed a questionnaire to estimate their quantity and frequency of alcohol consumption. Participants were divided into two groups using a median split of alcohol consumption scores. Light social drinkers showed a significant decrease in heart rate response to both alcohol-related and nonalcohol advertisements. Moderate social drinkers showed a significant increase in skin conductance to both alcohol-related and nonalcohol advertisements. The findings of this study have implications for understanding both the influence of alcohol advertisements on behavior and the psychophysiological correlates of cue reactivity.
authors.affiliation: Jackson State University, MS 39217-0350, USA.
authors.forename: J E
authors.initials: JE
authors.lastname: Cassisi
authors.forename: M
authors.initials: M
authors.lastname: Delehant
authors.forename: J S
authors.initials: JS
authors.lastname: Tsoutsouris
authors.forename: J
authors.initials: J
authors.lastname: Levin
mesh_terms: D000328:Adult; D000329:Advertising; D000428:Alcohol Drinking / Q000503:physiopathology / Q000523:psychology*; D000704:Analysis of Variance; D003463:Cues; D005260:Female; D005712:Galvanic Skin Response / Q000502:physiology*; D006339:Heart Rate / Q000502:physiology*; D006801:Humans; D008297:Male