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

BACKGROUND: 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. METHOD: Sixty-eight undergraduate students viewed beer and soft drink adverts. In some viewing blocks, beer and soft drink adverts played simultaneously to assess participants' attentional bias to beer adverts. In others, participants were asked to choose which type of advert to view, which assessed bias in volitional viewing choice. Participants subsequently rated their craving for beer before completing a taste test designed to yield a behavioral measure of preferential beer consumption. RESULTS: Attentional bias to alcohol adverts predicted beer craving and preferential beer consumption. The association between attentional bias and preferential beer consumption was mediated by beer craving. An equivalent pattern of prediction was observed when using the viewing choice bias measure as the predictor. Importantly, when variation in either bias measure was statistically controlled for, the other continued to predict preferential beer consumption in a manner that was mediated by beer craving. CONCLUSIONS: Two types of processing bias during advert viewing-viewing preference and attentional bias-were independently associated with subsequent preferential alcohol consumption. In both cases, these associations were accounted for by alcohol craving. The theoretical and applied implications of this are discussed.