Individual differences in resilience to alcohol advertising: Two processing biases during advert viewing predict interindividual variation in postviewing craving and consumption

Despite potentially harmful consequences, people routinely encounter alcohol adverts designed to increase consumption of alcohol in preference to safer alternatives. However, individuals differ in the degree to which such adverts elicit preferential alcohol consumption. This study builds upon and extends prior research by testing hypotheses concerning the impact of biased processing during advert viewing on subsequent alcohol craving and consumption.

Citation:
Mazidi M, MacLeod C, Rudaizky D, et al. Individual differences in resilience to alcohol advertising: Two processing biases during advert viewing predict interindividual variation in postviewing craving and consumption. Alcohol Clin Exp Res. 2026;50(2).

Keywords:
Advertising; alcohol; alcohol consumption; attentional bias; craving

Abstract:
Despite potentially harmful consequences, people routinely encounter alcohol adverts designed to increase consumption of alcohol in preference to safer alternatives. However, individuals differ in the degree to which such adverts elicit preferential alcohol consumption. This study builds upon and extends prior research by testing hypotheses concerning the impact of biased processing during advert viewing on subsequent alcohol craving and consumption.