Money & society · 2022
Do alcohol-brand logos on non-alcoholic products still remind people of alcohol—and how does the desire to drink compare?
Modified logos, including those on non-alcoholic products, still reminded consumers of the brand’s alcohol products. Recognition took slightly longer and reported desire to drink was slightly lower than with original logos; the abstract describes these differences as having no practical significance.
Details
Alcohol companies in Thailand have adopted surrogate marketing that uses similar logos on non-alcoholic products. The researchers aimed to assess differences in alcohol recognition, measured using reaction time, and desire to drink among consumers shown original and modified logos.
This cross-sectional study included 1185 participants aged ≥19 years. The primary independent variable was logo type: original logos or modified logos, including black logos, partial logos, logos on non-alcoholic beverages, and logos on other merchandise. An in-house-developed online survey randomly presented the logos. Alcohol recognition and desire to drink alcohol were assessed.
Recognizing modified logos took longer than recognizing original logos, with an estimated reaction-time coefficient of <0.5 s. Younger participants (19–24 years) reacted significantly faster than older participants (>25 years) after seeing every type of logo. Desire to drink alcohol was lower after seeing modified logos than original logos, with a difference of <0.5 point. There was no significant difference between younger and older participants in desire to drink after seeing original or partial logos.
The researchers concluded that modified logos reminded consumers of that brand’s alcohol products, with tiny differences in reaction time and desire to drink that had no practical significance.
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