The Plus [+] Series is hosting Bruce Bartholow, professor of psychological sciences at the University of Missouri, who will speak about the consequences of college alcohol marketing campaigns on Thursday, Sept. 12, at 1 p.m. in CAS 145.
Bartholow will discuss the increased exposure of adolescents to alcohol advertising and marketing in the United States with the major source of the increase being the attempt made by beverage manufacturers to associate specific beer brands with universities, particularly major college sports.
Bartholow's research investigates the implications of this beer "branding" on the drinking-related attitudes and behaviors of underage college students. Data from multiple experiments to be presented at the lecture supports the idea that associating brands with a valued group of college students produces subtle changes in the underlying motivation and processes that compel alcohol use and lead to changes in attitudes toward the brand, which may promote risky drinking practices.
Bartholow has a Ph.D. in psychology from the University of Missouri. His research is funded by the National Institute on Alcohol Abuse and Alcoholism, Alcoholic Beverage Medical Research Foundation, and the National Science Foundation, among others.
The Plus [+] Series is organized by the Department of Advertising + Public Relations. Lectures within this series highlight groundbreaking research, innovative creative work and ideas that go beyond exposure in their effect with the goal of bringing together leaders from multidisciplinary backgrounds to better understand the world of advertising and public relations.