Resumen
A wide variety of alcohol warning (or moderation) messages, as integrated communication tools, have been designed to reduce or moderate consumer attitudes toward alcohol consumption. The aim of this study is to explore the relationship between alcohol warning messages and alcohol consumption attitudes or behavior. In particular, this study investigates the effects of alcohol warning messages on consumer attitudes, subjective norms, intentions to switch alcohol consumption, and eventual behavioral change, by applying an extended Fishbein model. Further, these effects are based on types of messages examined by qualitative research, such as 1) positive or negative reinforcement warnings, 2) one-sided vs. two-sided warnings, and 3) self- vs. other-related warnings. This paper conducted both qualitative and quantitative researches. Results of quantitative researches from surveys are measured by statistical analyses using chi-square, factor, and regression analysis. The results indicate that alcohol warning messages positively affected consumer attitudes toward reduction or moderation of alcohol consumption and that different types of ads produced different results. This study provides managerial implications for alcohol warning and advertising-related policies.