title: Dynamic Exposure to Alcohol Advertising in a Sports Context Influences Implicit Attitudes.
abstract: BACKGROUND
  Experimental studies investigating the impact of advertising with ecological stimuli on alcohol-related cognition are scarce. This research investigated the cognitive processes involved in learning implicit attitudes toward alcohol after incidental exposure to alcohol advertisements presented in a dynamic context. We hypothesized that incidental exposure to a specific alcohol brand would lead to heightened positive implicit attitudes toward alcohol due to a mere exposure effect.
  
  
  METHODS
  In total, 108 participants were randomly exposed to dynamic sporting events excerpts with and without advertising for a specific brand of alcohol, after completing self-reported measures of alcohol-related expectancies, alcohol consumption, and attitudes toward sport. Participants then completed a lexical decision task and an affective priming task.
  
  
  RESULTS
  We showed that participants were faster to detect brand name after being exposed to advertising during a sports game, and that implicit attitudes of participants toward the brand were more positive after they were exposed to advertising, even when alcohol usage patterns were controlled for.
  
  
  CONCLUSIONS
  Incidental exposure to alcohol sponsorship in sport events impacts implicit attitudes toward the advertised brand and alcohol in general. The effect of incidental advertising on implicit attitudes is also likely to be due to a mere exposure effect. However, further studies should address this point specifically.
authors: Univ. Grenoble Alpes, LIPPC2S, Grenoble, France.|Laboratoire Interuniversitaire de Psychologie, Personnalité, Cognition, Changement Social, UFR SHS, Grenoble Cedex 9, France.
authors: Oulmann
authors: O
authors: Zerhouni
authors: Univ. Grenoble Alpes, LIPPC2S, Grenoble, France.|Social Psychology, MSH Alpes, Grenoble Cedex 9, France.
authors: Laurent
authors: L
authors: Bègue
authors: Univ. Grenoble Alpes, LIPPC2S, Grenoble, France.|University Pierre Mendès-France, Grenoble, France.|Department of Psychology, University of Kentucky, Lexington, Kentucky.
authors: Aaron A
authors: AA
authors: Duke
authors: Clermont Université, Université d'Auvergne, EA NPsy-Sydo, Clermont-Ferrand, France.|Pôle Psychiatrie B, CHU Clermont-Ferrand, Clermont-Ferrand, France.
authors: Valentin
authors: V
authors: Flaudias
mesh_terms: D000329:Advertising; D000428:Alcohol Drinking / Q000453:epidemiology / Q000523:psychology; D000434:Alcoholic Beverages; D001294:Attitude to Health; D005260:Female; D006801:Humans; D008297:Male; D013177:Sports; D055815:Young Adult
keywords: Advertising; Alcohol; Implicit Attitudes; Mere Exposure Effect; Sponsorship