Impact on product appeal of labeling wine and beer with (a) lower strength alcohol verbal descriptors and (b) percent alcohol by volume (%ABV): An experimental study

Vasiljevic, M; Couturier, D-L; Marteau, TM

Abstract

Lower strength alcohol products may help reduce alcohol consumption and associated harms. This study assessed the impact of labeling wine and beer with different verbal descriptors denoting lower strength, with and without percent alcohol by volume (%ABV), on product appeal and understanding of strength. Three thousand three hundred ninety adult survey-panel members were randomized to 1 of 18 groups with 1 of 3 levels of verbal descriptor (Low vs. Super Low vs. No verbal descriptor) and 6 levels of %ABV (5 levels varying for wine and beer, and no level given). Products with verbal descriptors denoting lower strength (Low and Super Low) had lower appeal than Regular strength products. Appeal decreased as %ABV decreased. Understanding of strength was generally high across the various drinks with majority of participants correctly identifying or erring on the side of caution when estimating the units and calories in a given drink, appropriateness for consumption by children, and drinking within the driving limit. We discuss the theoretical and policy implications of these findings for public health.

Citation

Vasiljevic, M., Couturier, D.-L., & Marteau, T. (2018). Impact on product appeal of labeling wine and beer with (a) lower strength alcohol verbal descriptors and (b) percent alcohol by volume (%ABV): An experimental study. Psychology of Addictive Behaviors, 32(7), 779-791. https://doi.org/10.1037/adb0000376

• Journal Article Type: Article
• Acceptance Date: Apr 10, 2018
• Online Publication Date: Aug 30, 2018
• Publication Date: Nov 30, 2018
• Deposit Date: Oct 24, 2018
• Publicly Available Date: Mar 5, 2020
• Journal: Psychology of Addictive Behaviors
• Print ISSN: 0893-164X
• Electronic ISSN: 1939-1501
• Publisher: American Psychological Association
• Peer Reviewed: Peer Reviewed
• Volume: 32
• Issue: 7
• Pages: 779-791
• DOI: https://doi.org/10.1037/adb0000376
• Public URL: https://durham-repository.worktribe.com/output/1315012
• Related Public URLs: https://www.repository.cam.ac.uk/handle/1810/278234