Cognitive Restructuring as a Relapse Prevention Strategy: Teaching Alcoholics to Talk Back to Beer Ads
Document Type
Article
Language
eng
Format of Original
23 p.
Publication Date
1999
Publisher
Taylor & Francis
Source Publication
Alcoholism Treatment Quarterly
Source ISSN
0734-7324
Original Item ID
doi: 10.1300/J020v17n04_03
Abstract
This research addresses the question of whether beer ads contain elements that directly tap into the psychological profile of recovering alcoholics, a special group whose needs have not been addressed by advertisers. The study examines the content of beer advertising for elements associated with problematic modes of experience previously identified for people addicted to alcohol. Results showed that beer ads contained appeals to all of these elements-a finding that suggests the persuasive strategy may be particularly compelling for alcoholics. Counter-strategies are offered that experts can implement in recovery programs to inoculate patients against the appeal of such ads, including teaching alcoholics to cognitively restructure advertising messages.
Recommended Citation
Wolburg, Joyce M.; Hovland, Roxanne; and Hopson, Ronald E., "Cognitive Restructuring as a Relapse Prevention Strategy: Teaching Alcoholics to Talk Back to Beer Ads" (1999). College of Communication Faculty Research and Publications. 324.
https://epublications.marquette.edu/comm_fac/324
Comments
Alcoholism Treatment Quarterly, Vol. 17, No. 4 (1999): 29-51. DOI.