International journal of public health
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Int J Public Health · Jun 2011
A qualitative study of college student responses to conflicting messages in advertising: anti-binge drinking public service announcements versus wine promotion health messages.
The purpose of this study was to investigate how college students deal with conflicting health messages in advertising regarding binge drinking and wine promotion. ⋯ Employing qualitative methodology to understand how college students respond to conflicting messages will assist health promotion practitioners develop more effective alcohol abuse prevention messages and provide suggestions for researchers for studying this phenomenon from other perspectives in the future. Implications are further discussed within.