The relative influence of alcohol warning statement type on young drinkers’ stated choices

Little work has considered the relative influence of alcohol warning statements on youth choice in the presence of product attributes. Discrete choice modeling provides an appropriate method for measuring such preference structures. This study investigated the stated effects of four different warning statements relating to health outcomes and drink driving, characterized by both positive and negative framing. The context was youth consumption of pre-mixed alcoholic beverages. Worded warning statements were presented in choice tasks along with visual brands and alcohol content product attributes. Results showed that warning messages can influence choice in the presence of other attributes. However, this influence varies. Five latent classes were identified in the choice data. In one latent class, representing nearly 20% of the sample, warning statements had no influence on choice. In three classes, a negative message reduced respondents’ choice of an alcohol beverage type, while in two classes a positive message enhanced choosing the beverage. These are important findings which show potential differences in warning statement effects. Negatively framed messages had the greatest influence on the higher alcohol consuming classes. The results are further explored in relation to alcohol content choice and gender differences.

► We model warning message influence on young drinkers alcoholic choices. ► Using latent-class modeling, we find heterogeneity with regard to the influence on choice. ► A negatively framed health message had negative influence for three of the five classes. ► A positively framed message influenced two of the five classes.