Staffordshire University logo
STORE - Staffordshire Online Repository

Life style and Alcohol: A Different Perspective for Alcohol Warning Labels

GALLAGE, Samanthika, Tynan, Caroline and Heath, Teresa (2017) Life style and Alcohol: A Different Perspective for Alcohol Warning Labels. In: Advancing theory and understanding of risky drinking behaviour: Insights from alcohol warning messages, 21 January 2017, Bangor University, UK.

[img] Text
Life style and Alcohol - A different perspective for alcohol warning labels.pdf
Restricted to Repository staff only
Available under License All Rights Reserved.

Download (64kB) | Request a copy

Abstract or description

This paper contributes insights for alcohol warning labels by contextualizing drinking as a part of consumers’ broader life activities. Drawing on Schramm’s Communication Theory (1954) which emphasises the necessity of sender and receiver sharing a common field of experience, we argue that effective alcohol warning labels should reflect drinkers’ life contexts. Data were collected using both narrative interviews and diaries from 25 selfreported ex-binge/excessive drinkers aged 18-38, who changed their lifestyle when quitting excessive drinking. Data were analysed using thematic and structural analysis combined. Three quarters of the respondents reported giving up drinking in order to adopt a healthy lifestyle. One significant motivation to sustain responsible drinking/abstinence was the threat that alcohol poses for their short-term goal of a healthy lifestyle rather than its’ long-term health impacts. Participants reported the damage heavy drinking could cause to their health and fitness goals including gaining excessive weight, missing trips to the gym after suffering a bad hangover and eating unhealthy food after a drinking binge. Thus these consumers perceive drinking not as an isolated activity but as part of their overall lifestyle. Yet most alcohol warning messages are decontextualized which makes them less meaningful and persuasive. Results highlight the importance of adopting a holistic approach to alcohol consumption when developing warning labels.

Item Type: Conference or Workshop Item (Paper)
Faculty: School of Business, Leadership and Economics > Business, Management and Marketing
Event Title: Advancing theory and understanding of risky drinking behaviour: Insights from alcohol warning messages
Event Location: Bangor University, UK
Event Dates: 21 January 2017
Depositing User: Samanthika GALLAGE
Date Deposited: 17 Dec 2018 11:43
Last Modified: 17 Dec 2018 11:43
URI: http://eprints.staffs.ac.uk/id/eprint/4999

Actions (login required)

View Item View Item

DisabledGo Staffordshire University is a recognised   Investor in People. Sustain Staffs
Legal | Freedom of Information | Site Map | Job Vacancies
Staffordshire University, College Road, Stoke-on-Trent, Staffordshire ST4 2DE t: +44 (0)1782 294000