The effects of bar-sponsored alcohol beverage promotions across binge and nonbinge drinkers

Alcohol-related problems have proliferated on college campuses in recent years and stave resulted in many negative consequences, including death. The authors examine the effects of advertised drink specials at bars (reduced prices on beer and wine, all you can drink for a fixed price) in two between-subjects experiments. The findings indicate that these advertised promotions positively affect attitudes and intentions of patronizing the bar and influence students' expectations of amounts consumed for themselves and other consumers. The authors examine the effects of the promotions for consumers who are categorized as binge rend nonbinge drinkers and find that binge drinkers differ from nonbingers in their attitudes and intentions related to such promotions in several important ways. For example, when a social responsibility, message about not drinking and driving is included in the advertisement, bar patronage intentions are lower for nonbinge drinkers, but there is no effect of the message for binge drinkers. The authors address implications for consumer welfare and policy.