The influence of cancer warning labels on alcohol purchasing decisions in different social contexts

Abstract

Alcohol consumption is connected with significant health risks, including a well-established link to various cancer types. The public awareness regarding the carcinogenic nature of alcohol is surprisingly low though. This thesis explores the effects of cancer warning labels on consumer purchasing decisions for alcoholic beverages. It focusses deeper on the role social pressure plays in the efficiency of these labels. Through a 2x2 factorial experiment, this study analyses consumer behaviour across four distinct scenarios: with or without a warning label, as well as a high – or low pressure social scenario. In contradiction to the assumptions from the literature review, the experiment revealed that the cancer warning label did not universally prevent alcohol purchases. For participants with a low risk awareness and those with a less health-conscious lifestyle, the purchasing likelihood of alcohol paradoxically increased in the presence of a label. The reasons could either be an unintentional overcorrection or psychological tensions like defiance mechanisms or cognitive dissonance. Individuals who has a higher health and risk awareness, or those who had negative experiences with alcohol in the past, showed little to no behavioural change. On the other hand, the labels seem to have a positive influence on reducing peer pressure in a typical drinking scenario.

Date of Award	5 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)