Study finds students affected by the way beer is marketed to them

on 11/11/10 at 11:31 am

Beer

In a new study, psychologists from the University of Missouri have found that marketing strategies can affect individual behaviours in very significant ways.

Two MU psychologists have found that students who viewed images of beer cans packaged and displayed in university colours believed that drinking beer was less dangerous than those students who saw images of regular beer cans.

“We found that when people identify themselves with a certain group, such as a college or university, and if that group ‘endorses’ a product, people assume the product is safe,” said Chris Loersch.

People tend to feel a sense of trust and safety within their own groups, or what psychologists call “ingroups”, he said.

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