Abstract:

Whilst illustrating cross-cultural medley this presentation is also an example of how the combined use of traditional and non-traditional research techniques allows for richer insight on a non-conventional topic: Responsible Drinking Messages (RDMs) e.g. Do Not Drink and Drive, Underage and Pregnancy messages. The presentation will show that conscious and verbal reports are not always consistent with subconscious measures, it will pinpoint that RDMs exert informational influence and it will also establish that the emotional engagement power of RDMs is limited.