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Purpose: This paper proposes a methodological framework, which aims to reach three main goals. First, the method will identify what communication medium is more appropriate to generate a positive change in consumers’ attitudes and behavioural compliance towards alcohol. Secondly, the framework will test whether wine could be considered different from other alcoholic beverages in terms of the attitudes associated with it. Finally, this method could be easily applicable in different countries, thus being able to enhance international collaborations. Design/methodology/approach: The paper critically reviews the most relevant and updated literature on the ways in which counter advertising leads to a positive attitude change towards alcoholic beverages consumption. In particular, the paper evaluates how warning labels, posters, print and broadcast advertising have been able to effectively modify attitudes and behaviour compliance toward alcohol. Findings: The methodological framework is divided in three phases. First, it will be observed what counter-advertising medium is able to generate the most positive change in consumers’ attitudes toward alcoholic beverages. Once the most efficient stimulus has been identified, the study analyses what combination of characteristics (colours, images, size of the warning message, etc.) is able to convey the most positive attitude toward moderate alcohol consumption. Finally, the last part of the project will observe longer term effects of warning messages in changing consumers’ attitudes, through the analysis of general and cardholders transactions before and after the exposure to the selected warning stimulus at set times.
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