30 April 2019 https://doi.org/10.1111/dar.12929

Abstract

Introduction and Aims: We tested whether incidental exposure to alcohol marketing messages in sporting events: (i) influenced automatic evaluation of brands and alcohol in general; and (ii) if these processes occur through deliberative (conscious) or non‐conscious processes.

Results: We found a positive main effect of incidental exposure to alcohol brands on indirect measures of attitudes toward alcohol as well as the specific brand. No effect of cognitive fatigue on indirect measure toward brands and alcohol was observed.

Discussion and Conclusions: Incidental exposure to alcohol marketing messages appear to impact indirect measures of attitudes toward the brand and alcohol in general, and seems to rely on non‐conscious automatic processes.