Consommation d'alcool, capacité de résistance perçue et exposition sélective aux publicités pro-alcool

According to selective exposure's theory, people tend to expose themselves to consonant informations and to avoid discrepant ones (Festinger, 1957). This theory is often invoked but never tested in the domain of alcohol advertising. The research tends to verify heavy drinkers expose themselves to alcohol advertising more than small drinkers or abstinents. Furthermore, we postulate the more the persons think they can resist drinking, the more they will expose to alcohol adverts. Results tend to validate the first hypothesis whereas go against the second.