THE EFFECT OF TELEVISION ADVERTISEMENT OF ALCOHOLIC BEVERAGES ON CONSUMER BEHAVIOUR

UNIVERSITY OF CAPE COAST
THE EFFECT OF TELEVISION ADVERTISEMENT OF ALCOHOLIC BEVERAGES ON CONSUMER BEHAVIOUR.BY
AWUA JOSHUA
KATE FENTENG LILY ASARE
A PROJECT WORK SUBMITTED TO THE DEPARTMENT OF EDUCATIONAL FOUNDATIONS OF THE FACULTY OF EDUCATION, IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF BACHELOR OF SCIENCE DEGREE IN PSYCHOLOGY.
MAY, 2013.
DECLARATIONCANDIDATES DECLARATION
We hereby declare that this work is the result of our own original research and that no part of it has been published in part or in whole for another certificate in this university or elsewhere.
Candidates name: Joshua Awua ED/BPS/09/0150 Signature: ……………… Kate Fenteng ED/BPS/09/0075 Signature: ……………… Lily Asare ED/BPS/09/0070 Signature: ………………
Date: ………………………………………………….
SUPERVISOR’S DECLARATION
I hereby declare that the preparation and presentation of this project work were supervised in accordance with guidelines on supervision of project work laid down by the University of Cape Coast, Cape Coast, Ghana. Supervisor’s signature: …………………………………. Date: ……
Name: Professor Rowland A. E. Iheanacho
ABSTRACTThe research investigates the effect of television advertisement of alcoholic beverages on consumer behaviour in the sense of how alcohol adverts influence buying and the related impact it has on consumers. The objectives of the study was to examine if consumption of alcohol affect students academic performance, to determine if consumption of alcohol promote flirting , to determine whether the consumption of alcohol lead to road accidents and also to determine whether television adverts of alcoholic beverages lead to increase consumption.
The target population of the study included all students pursuing Bachelor of Science Psychology programme in the University of Cape Coast. A sample size of 79 was chosen for the study. The simple random sampling method was adopted in selecting the sample. Questionnaire was the main instrument used to seek answers to research questions. The collected data was analysed using frequency count and percentages.
The findings show that, alcohol intake has adverse impact on students’ academic performance through absenteeism, indulgence in examination malpractices and limited study hours. Alcohol consumption make men confident and women accept proposals easily. Also drunk driving was a major cause of accident in Ghana since drunken drivers flout road traffic regulations. It was recommended that, the Motor Traffic Transport Unit of the Ghana Police Service and the Driver Vehicle License Authority should intensify the campaign to curb drunk driving. Drivers found guilty of drunk driving should be banned from driving or have their license withdrawn for three months.
ACKNOWLEDGEMENTSWords alone cannot convey our profound indebtedness to our dynamic supervisor, Professor Rowland A. E. Iheanacho for his fatherly tutelage, affability, time and the invaluable support he provided in the course of this work. To just say we appreciate these individuals will be an understatement: Ms. Mary Adomah Yeboah, Mr. Patrick Duncun Reynold (TOR), Mr. Osei Yaw Boa- Korang(Twifo Praso Rural Bank), Mr. Evans K. Acheampong, and Ms. Dorothy Gabben- Mensah (UCC), Mr. Stephen Doh-Fia (Lecturer Department of Educational Foundations). We are really grateful for every assistance you rendered to bring this work to fruition.
To our supportive parents,Mr. Ransford Oti Fenteng, Mr.Benjamin Asare and Ms, Rose Konamah, we say God bless you all for your prayers, care, encouragement, motivation, ideas, thoughtfulness, deeds of kindness and for every helping hand you offered in the spirit of love to make this piece a possibility.
Lastly, kudos to all friends and all who contributed in diverse ways to make this work a masterpiece.DEDICATIONThis work is dedicated, with love, to our parents and siblings.
Table of Contents TOC \o "1-3" \h \z \u DECLARATION PAGEREF _Toc356745663 \h iiABSTRACT PAGEREF _Toc356745664 \h iiiACKNOWLEDGEMENTS PAGEREF _Toc356745665 \h ivDEDICATION PAGEREF _Toc356745666 \h vCHAPTER ONE PAGEREF _Toc356745667 \h 1INTRODUCTION PAGEREF _Toc356745668 \h 1Background to the study PAGEREF _Toc356745669 \h 1Statement of the problem PAGEREF _Toc356745670 \h 4Objectives of the study PAGEREF _Toc356745671 \h 5General objective PAGEREF _Toc356745672 \h 5Specific objectives PAGEREF _Toc356745673 \h 5Research questions PAGEREF _Toc356745674 \h 6Significance of the study PAGEREF _Toc356745675 \h 6Scope of the study PAGEREF _Toc356745676 \h 6Limitations PAGEREF _Toc356745677 \h 7Organisation of study PAGEREF _Toc356745678 \h 7CHAPTER TWO PAGEREF _Toc356745679 \h 8LITERATURE REVIEW PAGEREF _Toc356745680 \h 8Introduction PAGEREF _Toc356745681 \h 8Concept of Television Advertising PAGEREF _Toc356745682 \h 8Forms of Television Advertising PAGEREF _Toc356745683 \h 10Television advertising and Alcoholic Beverage Consumption. PAGEREF _Toc356745684 \h 11Alcohol and students’ academic performance PAGEREF _Toc356745685 \h 13Alcohol consumption and Sexual risk taking PAGEREF _Toc356745686 \h 15Alcohol intake and road accident PAGEREF _Toc356745687 \h 16CHAPTER THREE PAGEREF _Toc356745688 \h 17METHODOLOGY PAGEREF _Toc356745689 \h 17Research design PAGEREF _Toc356745690 \h 17Population PAGEREF _Toc356745691 \h 18Sample and Sampling Techniques PAGEREF _Toc356745692 \h 18Research instrument PAGEREF _Toc356745693 \h 19Data Collection Procedure PAGEREF _Toc356745694 \h 19Data analysis tools PAGEREF _Toc356745695 \h 19CHAPTER FOUR PAGEREF _Toc356745696 \h 20RESULTS AND DISCUSSION PAGEREF _Toc356745697 \h 20Socio-demographic information of respondents PAGEREF _Toc356745698 \h 20Sex of Respondents PAGEREF _Toc356745699 \h 20Age group of respondents PAGEREF _Toc356745700 \h 21What effect does alcohol consumption have on students’ academic performance? PAGEREF _Toc356745701 \h 21Does alcoholic beverage consumption promote flirting? PAGEREF _Toc356745702 \h 25Does television advert of alcoholic beverages lead to increase consumption? PAGEREF _Toc356745703 \h 30Findings PAGEREF _Toc356745704 \h 31Discussion PAGEREF _Toc356745705 \h 32CHAPTER FIVE PAGEREF _Toc356745706 \h 34SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS PAGEREF _Toc356745707 \h 34Summary PAGEREF _Toc356745708 \h 34Overview of the Study PAGEREF _Toc356745709 \h 34Key Findings PAGEREF _Toc356745710 \h 35Conclusion PAGEREF _Toc356745711 \h 36Recommendations PAGEREF _Toc356745712 \h 36REFERENCES PAGEREF _Toc356745713 \h 37APPENDICES PAGEREF _Toc356745714 \h xlAPPENDIX A: QUESTIONNAIRE FOR RESPONDENTS PAGEREF _Toc356745715 \h xl
LIST OF TABLES TOC \h \z \c "Table" Table 1: Alcoholic beverage boost students morale to learn PAGEREF _Toc356649031 \h 22Table 2: Do students who drink alcohol involved in examination malpractices? PAGEREF _Toc356649032 \h 22Table 3: Students who take alcohol are the best students PAGEREF _Toc356649033 \h 23Table 4: Students who take alcoholic beverage are truants PAGEREF _Toc356649034 \h 23Table 5: Do students who drink alcohol have limited time to study PAGEREF _Toc356649035 \h 24Table 6: Alcohol intake does not affect students’ academic performance PAGEREF _Toc356649036 \h 24Table 7: I am unable to control my sexual urge when drunk PAGEREF _Toc356649037 \h 25Table 8: Everyman gains confidence to propose when drunk PAGEREF _Toc356649038 \h 26Table 9: Do drunken ladies accept proposals easily? PAGEREF _Toc356649039 \h 26Table 10: Does intake of alcohol make people sexually strong? PAGEREF _Toc356649040 \h 27Table 11: Do people gain more satisfaction from sex when drunk? PAGEREF _Toc356649041 \h 27Table 12: Do drivers who take alcohol flout road traffic regulations PAGEREF _Toc356649042 \h 28Table 13: Do drunken pedestrians cause danger to themselves and other road users? PAGEREF _Toc356649043 \h 28Table 14: Do drunk drivers like speeding? PAGEREF _Toc356649044 \h 29Table 15: Drunken pedestrians do not flout road traffic regulation PAGEREF _Toc356649045 \h 29Table 16: Do drunken drivers drive recklessly? PAGEREF _Toc356649046 \h 30Table 17: Have you watched any alcoholic beverage advert on television before? PAGEREF _Toc356649047 \h 30Table 18: Do television adverts influence you to buy the product? PAGEREF _Toc356649048 \h 31
LIST OF FIGURES TOC \h \z \c "Figure" Figure 1: Gender PAGEREF _Toc356649237 \h 20Figure 2: Age range PAGEREF _Toc356649238 \h 21
CHAPTER ONEINTRODUCTIONBackground to the study (Bovee, 1992 p.7) defines advertising as “a non-personal communication of information usually paid for and persuasive in nature about products, services or ideas by an identified sponsor”. From this definition, one can see that advertisements are placed on purpose. This is a three-tier which comprises of introducing a product, generating new customers and attempting to stimulate and sustain consumer consumption (Bovee, 1992 p.9). Since the invention of television, it can be classified as one of the most effective carriers of adverts due to its audio-visual qualities and captivating nature. Its effectiveness cannot be over emphasized CITATION Ebb07 \l 1033 (Ebbrecht, 2007). Recently, the adverts of alcoholic beverages on almost all television stations in Ghana have been regular, persuading viewers to purchase such drinks without any recourse. There seems to be no programme on television without a brand of alcohol being a sponsor. Programmes ranging from prime-time news to live shows are all full of these types of sponsors. The names of some drinks have become common in our various homes and every child who has the privilege of watching television can mention not less than two alcoholic beverages advertised. It is also interesting to note that, names of some alcoholic drinks even give an impression of its benefit to the consumer before they are even purchased. Example is, ‘wo ba ada anaa’ when literally translated means ‘is your child asleep’ makes people think when you drink that beverage you can be sexually active. In Ghana majority of people who take alcoholic beverage especially, the distilled or locally manufactured ones use it as an appetizer believing that, you can eat well when it is taken the moment food is ready, though there has not been any study confirming or rejecting this assertion. This phenomenon is locally referred to as ye bu didi thus; we drink to eat, when literally translated. Many people in the country are more concerned about the rise in the consumption of alcoholic beverages, and have attributed this phenomenon to the indiscriminate adverts of alcoholic drinks in the media, especially on all the television stations in the country. They have even speculated that, the increase in road accidents in the country is due to drunk driving. This speculation from the public was confirmed by the Ministry of Roads and Highways in June, 2009 when it issued a report on the increasing rate of road accidents in the country and pointed out drunk driving as one of the topmost causes of road accidents CITATION Myj09 \l 1033 (My joy online , 2009). This led to anti drunk driving campaign where passengers were advised not to board cars of drunken drivers and to report such drivers to the police. The MTTU branch of the Ghana police service, as one of the measures of curbing drunk driving, randomly check the breath of drivers to determine their level of alcohol intake with their equipment known as breath analyzer or drunkometer. Any driver whose level of alcohol intake exceeds certain limit is arrested for legal action. The Food and Drugs Board (FDB) CITATION Foo05 \l 1033 (Board, 2005) had also acted towards curbing this problem by directing all media houses in the country to stop the advertising of all uncertified alcoholic products. Moreover, the FDB’s guidelines on alcoholic beverage adverts (FDB GL05/AD ALC/1-2005) stated that, “For every alcohol advert appearing on television, an anti-alcohol advert of equal length must be aired within half an hour of the advert promoting the alcoholic beverage”- but it seems this has been seriously violated over the years. The 2010 Budget Statement delivered in parliament by the Minister of Finance, imposed a 10% “Ad Valorem” tax on all alcoholic products in the country. In explaining this, the Minister made it clear that the imposition of this tax on alcoholic products was not for its financial benefits to the government but rather a step towards reducing the problem of alcoholism. Pastor (Dr.) Mensah Otabil, the General Overseer of the International Central Gospel Church (I.C.G.C.) and the Chancellor of the Central University College is one of the persons to be alarmed at both the rate of alcoholic beverages advertisement in the media especially television and the rate of consumption. CITATION Sam03 \l 1033 (Awuku, 2003) Has argued that, “If the state can spend billions of Cedis on advertisement urging the youth to keep away from drugs such as cocaine and other prohibited drugs, why can we not use a fraction of such money to warn the youth against the consumption of alcohol?” The above instances mean that, people are dissatisfied about the rate of television advertisement of alcoholic beverages and expect the state to regulate it, thus more specifically to treat alcoholic beverages as it does to cigarette and cocaine so that it can reduce consumption.This means that some people also believe that the state has not done enough to curb the rise in alcoholism and that the problem should be put in the same perspective as any form of drug abuse in the country. This study assesses the effect of television advertisement of alcoholic beverages on consumer behaviour.
Statement of the problem In contemporary times, television advertisement has been seen as the most effective mode of advertising because of its audio-visual qualities and captivating nature. Its effectiveness cannot be over emphasised (Ebbrecht, 2007 p. 3). A recent systematic review to assess the impact of alcohol advertising and media exposure on future adolescent alcohol use identified thirteen longitudinal studies that followed up a total of over 38,000 young people. Twelve of the thirteen studies concluded an impact of exposure on subsequent alcohol use, including initiation of drinking and heavier drinking amongst existing drinkers, with a dose response relationship in all studies that reported such exposure and analysis. For example, CITATION Ell05 \l 1033 (Ellickson, Collins, Hambarsoomains, & McCaffrey, 2005) examined the relationship between a range of advertisement exposures over the course of one year and subsequent drinking among US adolescents aged 12 to 13 years followed-up for at least two years, and assessed whether exposure to a prevention programme mitigated any such relationship. Forty eight percent of 1206 grade 7 non-drinkers consumed alcohol during the previous year at grade 9. The results of the longitudinal studies are consistent with the findings of econometric studies, in which, for example, a meta-analysis of 132 studies which provided 322 estimated advertising elasticities, found a positive impact of advertising on consumption (coefficient, 0.029), when controlling for alcohol price and income. The recent increase in television advert of alcoholic beverages has led to the increase in the consumption of such products. In Ghana there is influx of adverts of alcoholic beverages on television. These indiscriminate adverts of alcoholic beverages on television have sparked public outcry over the years with some even attributing most of road accidents to such adverts as many people believe that these adverts lead to irresponsible drinking, like drunk driving.
These fears of the public gained grounds when a report released by the Ministry of Roads and Highways in June, 2009 on the increasing number of road accidents in the country at the time confirmed drunk driving (alcohol abuse) as one of the topmost causes of road accidents CITATION Myj09 \l 1033 (My joy online , 2009).The situation has prompted the government to reduce the rate of consumption by imposing 10% ‘ad valorem’ tax on all alcoholic products in the 2010 budget statement presented by the Minister of Finance and Economic Planning. The proliferated television adverts of alcoholic beverages also sparked the FDB to place a ban on alcoholic beverage adverts on television in March, 2007. The Driver Vehicle License Authority (DVLA) has spelt out how drunk drivers should behave, by leaving your car at the point you got drunk and join a public transport home. Due to the aforementioned problems and interventions, it is significant for such a study to be conducted to find out the effect of television advertisement of alcoholic beverages on consumer behaviour. Objectives of the study
General objectiveThe overall objective of the study was to assess the effect of television advertisement of alcoholic beverages on consumer behaviour.
Specific objectivesTo determine whether alcoholic beverage adverts leads to increase consumption.
To examine if consumption of alcoholic beverages affect students academic performance.
To determine if the consumption of such drinks promote to flirting.
To determine how consumption of alcoholic drinks leads to road accident.
Research questionsThe study poses and attempts to answer the following questions:
What effect does alcohol consumption have on students’ academic performance?
Does alcoholic beverage consumption promote flirting?
Does consumption alcoholic beverage lead to road accident?
Does television adverts on alcoholic beverages lead to increase consumption? Significance of the study Since advertising is important to the promotion of goods and services in today’s competitive market, the implications of this study will help students to know the impact of alcoholic beverage consumption on their academic performance. The government in performing its role of formulating policies and enacting laws to regulate alcoholic beverages adverts in the country can use this document as a reference guide. Finally, the study will be useful to researchers who will in future undertake similar study as it will serve as a source of reference. Scope of the study The scope of the study covers the theoretical and the geographical dimensions of the study. This mainly covers the concepts of advertising, alcoholic beverages and consumer behaviour. The effect of television advertisement of alcoholic beverages could be viewed from many perspectives but for the purpose of this study, it will concentrate mainly on whether advertising leads to increase consumption and consumption affect students’ academic performance, promote flirting and causes road accidents. The geographical scope covers people in cape coast precisely University of Cape Coast students who are 18 years and above. Limitations The study is not devoid of challenges which might affect the result in one way or the other. There is the issue of time constraint since the period within which this research must be completed for submission was less than one academic year. Also, there were financial constraints because there was no financial assistance to aid in the study. This situation forced us to limit the geographical area of the study to only University of Cape Coast which forms a small part of the entire geographical area. Also the number of questionnaires to be used for the study was very few.
Organisation of study This study has been organised in five chapters. Chapter one covers various areas of the introduction which include the background to the study, the statement of the research problem, the objectives of the study, research questions, the significance of the study as well as the scope and the organization of the study. Chapter two covers the review of related studies. Chapter three is the methodology used for the study which comprises of research design, population, sample and sampling techniques or methods, data collection methods and instruments, as well as data analysis. Chapter four covers the discussions of the findings and presentations with chapter five covering the summary, conclusions and recommendations of the study.
CHAPTER TWOLITERATURE REVIEWIntroduction In this chapter, various literatures are reviewed to give an insight into the present study. This chapter will be written under the following sub-titles: concept of television advertising, television advertising and consumption of alcoholic beverages, alcohol and students academic performance, alcohol consumption and sexual risk taking. Concept of Television Advertising Television advertising is a span of television programming produced and paid for by an organization or an individual, which conveys a message, typically to market a product or service. Advertising revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes. Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television. (Health, 2009) asserted that, television engagement is mainly of the subconscious kind and it is effective at building strong brands, due to the low attention to television adverts, the emotional stimuli are more effective because the viewer does not notice and therefore counter-argues against them. (Unsal & Yuksel, 1984) state that advertised products generally are to find more favour in consumers’ eyes than unadvertised ones. (Galbraith, 1958) examined that advertising as manipulating the public by creating artificial needs and wants. He did much to popularize the understanding of economics and society. Aspects of advertising that received emphasis in other fields is persuasion (psychology) regulation (political science) gender, race and class (sociology, cultural studies, and culture (anthropology). (Williams, L.M, & H, 2003) focus on the institutionalization and professionalization of advertising that is its commercial functions and its persuasive force. As a social critic, he locates advertising in a social context. For him, advertising belongs to a particular historical moment. It is a part of modern capitalist society, and it distinguishes it from attention- grabbing devices in non-capitalist societies in other times and places. For Williams, advertising cannot be decoupled from the way it comes into being and the work it does in society. He drew attention to sponsorship of art in modern times. His definition said advert is the official art of capitalist society. (Diamond, July,1972) defined advertising as a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, persuade potential customers to purchase or consume that particular brand. Commercial advertisers seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the mind of consumers. According to CITATION Dar09 \l 1033 (Darrin, 2009), television depends on advertising as a way of making profit and to cover up the cost of the shows being aired. Conversely, television has been and is now a good medium for letting advertisers reach a large audience to promote and raise awareness of their products. Despite the availability of other medium of advertising, television remains one of the most popular and cost effective avenues for reaching the advertisers goal. There are a lot of reasons behind every advert which include the following: to create awareness of the existence of a product, to persuade potential targets to buy the product, encourage the public to buy more of the product than previously, to convince the public that its product is superior to other products, create image and goodwill, building up confidence in a business, identifies a business with the goods and service it offer. Forms of Television Advertising There are various forms which can be effectively used in advertising. Mentioned below are the various forms of television advertising.
Announcement: in this form, the announcer appears before the camera and conveys the message of the product or service of the advertiser. Examples include: announcements regarding the extended date of sale, gift scheme, concession rates.
Slides: this is where only the visual image of the commercial is presented through slides or cards on television, which does not have motion and sound. This form is generally found in local and regional programmes. Here the pictures of the product being advertised appear at the bottom of the television.
Demonstration: this form of television advertising shows the skills through dramatised demonstration to emphasise how a particular product works. The demonstrator or announcer gives explanation on how the product is being used. Advertisements of products such as detergents and blood tonics widely use this form.
Dramatized: it is the commonly used form of advertisement which is more persuasive and entertaining in nature. Advertisements of the importance of social issues like girl child education and immunization use this form of television advertising.
Animated commercial: this form of television commercial involves cartoon technique. It is more time consuming and this makes it very expensive because the cost of an advert depends on its length. For instance the advertisements on family planning used this technique.
Sponsorship: this is where a sponsor (a person who purchases a given amount of broadcast time or advertising space to tell you why you should buy his or her product. There are two types of means to get the sponsorer’s message across: direct and indirect. This form of television advertising is very common in Ghana because every programme being aired on our television station has more than one sponsor, the sponsors products are advertised once or twice during the show.
Television advertising and Alcoholic Beverage Consumption. The potential underlying mechanisms for a direct link between alcohol advert portrayals and individual alcohol use are related to norm setting, habit formation and imitation. First, movies, soap operas and advertisements mostly portray substances in a positive way by using prototypes of the “ideal” person in an appealing context CITATION Eve98 \l 1033 (Everett, R.L, & J.L, 1998). Similar findings have been found elsewhere, such as CITATION McC08 \l 1033 (McCreano, Barnes, Borell, Kaiwai, & Gregory, 2008) who interviewed youth and found that alcohol advertising was often enjoyed. These advertisements established a climate or association that alcohol is cool, exciting and fun. CITATION McC08 \l 1033 (McCreano, Barnes, Borell, Kaiwai, & Gregory, 2008) concluded that alcohol advertising creates an environment which maintains unhealthy expectations, norms and behaviours around alcohol consumption. Secondly, when people associate a specific cue or event to a specific behavioural pattern, example, watching an advert where the intake of alcohol led to admired behaviour like bravery. In essence, the alcohol cues imbedded in this specific context might lead to direct responses thus craving and subsequent alcohol use, especially when this link becomes automatic.
Also, alcohol cues in adverts and watching characters consuming alcohol on screen might lead to drinking through the mechanism of imitation. (Quigley & Collins, 1999) conducted a study which strongly supported the assumption that when people are in company of a drinker, the drinking pace of the other affects individual drinking rates. According to (Quigley & Collins, 1999) there are at least two reasons why this effect occurs: direct imitation and identification. There is a great deal of evidence from neuroscience and psychology showing that people automatically and unconsciously are wired to take over each other 's behaviour. When we observe someone perform a certain action, the pre–motor representation of that action is activated in our brains as we are about to perform that action ourselves. The presentation of alcohol in the media has received both scrutiny and criticism. As a result of this, researchers begun to explore the effect of such adverts on consumption. Correlation study indicates that media exposure is associated with the attitudes, perceptions and behavior of young people. A study conducted by (Turker, 1985), involving high school males indicated that viewers who watched a great deal of television had significantly higher levels of alcohol use per month than did viewers who watched comparatively less television. (McCreano, Barnes, Borell, Kaiwai, & Gregory, 2008) also conducted a study to find the link between television viewing and alcohol consumption. The study followed participants over several years. Respondents were queried about their television viewing habits at ages thirteen and fifteen and their alcohol consumption at age eighteen. They found that, the more television the female subjects watched overall at ages thirteen and fifteen, the greater were their reported alcohol beverage consumption at age eighteen. For males there was no significant relationship between viewing at ages thirteen and fifteen and consumption at age eighteen.
(Grube & Wallack, 1994) interviewed fifth and sixth grade students about their awareness of alcohol advertising and their perceptions, attitudes, and behavioural intentions regarding alcohol consumption. They reported that the more aware students were of alcohol advertisements, the more positive their beliefs about alcohol drinking. More positive beliefs about alcohol were associated with indications of likelihood to drink as an adult.
Alcohol and students’ academic performance Cognitive and learning impairments from chronic heavy exposure to alcohol can arise from the neuro-toxic effects of ethanol on vulnerable hippocampus and limbic structures. Research findings from animal models and observational human studies have shown that persistent alcohol abuse can result in a decrease in the overall volume of the hippocampus, the area responsible for long term learning and memory. Cell volumes have been found to be consistently smaller in alcohol abusing adolescents and, perhaps unsurprisingly, the degree of hippocampal damage increases with the number of years of alcohol abuse. In one observational research study cited by CITATION Zei05 \l 1033 (Zeigler, C.C, Yoast, B.D, & McCaffree, 2005) 38 adolescent alcohol abusers were compared with 69 non alcohol users on neuropsychological tests. The former scored consistently less well in verbal IQ, spelling and reading tests compared to the latter CITATION Lov04 \l 1033 (Loveland- Cherry, 2005) reports that school attachment and receiving good grades have been associated with less adolescent alcohol use, while absenteeism and poor grades are associated with early initiation and increased levels of alcohol use. CITATION Per02 \l 1033 (Perkins, 2002) found that male students who drank more than 5 drinks, and female students that drank more than 4 drinks, in a session one or two times in a 2 week period were over three times more likely to report getting behind in school work compared with more moderate drinkers. When the drinking frequency increased to 3 times in a 2 week period, they were more than eight times more likely to report this problem. CITATION Ber87 \l 1033 (Berkowitz & Perkins, 1987) found that women students were as likely as men to experience impaired academic performance due to alcohol. Most reviews which looked at educational performance related to American college students and the majority evidence points to the fact that the association between academic performance and college drinking is inconclusive. A number of reviews have discussed the methodological limitations of studies that investigate the relationship between alcohol and academic performance. Much of the cited evidence for a relationship comes from cross sectional studies which cannot ascribe a causal link. However, there is emerging evidence from longitudinal studies which suggests that binge drinking may impair academic performance over time. Nevertheless, it is noted that most college students who drink go on to lead successful lives. Indeed CITATION Gil02 \l 1033 (Gill, 2002) argues that alcohol may be a scapegoat for other factors that may limit poor academic performance. CITATION Roy11 \l 1033 (Royce, 2011) in United States argued that the amount of alcohol consumed by students correlate with their grade point average. Thus, there is a negative relationship between alcohol consumption and students academic performance, as the more alcoholic beverage taken by students, the lesser time available for studies or academic work. CITATION Wil03 \l 1033 (Williams, L.M, & H, 2003) estimated the impact of college drinking on the quality of human capital acquisition as captured by study hours and grade point average. The study found that drinking had a direct negative effect on grade point average (GPA) and an indirect negative effect through reduced study hours.
Alcohol consumption and Sexual risk taking Alcohol use is correlated with having first sexual experience at a younger age. CITATION Lei02 \l 1033 (Leigh, Vanslyke, M, D., D, & Gillmore, 2008) included 13 studies (4 of which looked at adolescents). Results of the meta-analysis showed an association of borderline significance between alcohol consumption and non-use of condoms at first time sexual intercourse (this was not found amongst adults). However, they concluded that lifestyle factors such as a propensity for risk taking, sensation-seeking or unconventionality might lead to both alcohol use and unprotected sex in these events. Therefore a link between drinking and unprotected sex in first sexual encounters might be linked to these personality factors rather than a causal effect of alcohol. CITATION Cla04 \l 1033 (Clark, 2004) reported that adolescent females with alcohol use disorders (AUDs), compared to those without AUDs were more likely to have sexually transmitted infections. Clark also reported that adolescents with AUDs are more likely to become pregnant as teenagers. However aside from one study cited in CITATION Cla04 \l 1033 (Clark, 2004), and despite anecdotal evidence suggesting a causal link between alcohol and teenage pregnancy, we found no other studies that directly explore this link. CITATION Boy08 \l 1033 (Boyd, McCabe, & Morales, 2008) also reported that heavy drinking (undefined amount of alcohol) amongst students (aged 18-24) was associated with high risk sexual behaviour and sexual aggression. Thus they speculated about the potential for alcohol to interfere with the development of intimate relationships. In a review of drinking in UK university students CITATION Gil02 \l 1033 (Gill, 2002) reported a relationship between alcohol and risks such as unplanned pregnancy and HIV infection as well as becoming more sexually involved with someone than they would normally have wanted. CITATION Mur99 \l 1033 (Murgraff, Parrot, & Bennet, 1999) cites studies that show that alcohol consumption increases the likelihood of unprotected sex. CITATION Coo02 \l 1033 (Cooper, 2002) also reported a link between drinking and students decisions to have sex and with forms of risky sex such as having multiple or casual sex partners. Nevertheless, CITATION Coo02 \l 1033 (Cooper, 2002) concluded that although alcohol use and sexual behaviour covaried this did not mean that alcohol use ‘causes’ risky sexual behaviours since there may be another unknown factor that links the two. Indeed, a meta-analysis of sexual encounters and their links with alcohol showed that with the exception of first sexual intercourse, the link between alcohol and condom use was weak.
Alcohol intake and road accidentCHAPTER THREEMETHODOLOGY This section presents the methodology that was used in obtaining the data. The purpose of this chapter was to show the procedure employed in gathering data for the study. It laid emphasis on the following areas: research design, population, sample and sampling technique, as well as the research instrument, procedure for data collection and data analysis.
Research design The study employs a data-gathering methodological approach or the survey method, as questionnaires were used as ways of obtaining the required information. The survey method was used because according to CITATION Bab92 \l 1033 (Babbie, 1992), surveys are particularly suited to the field of mass public opinion CITATION Bab92 \l 1033 (Babbie, 1992). Since the main focus of this work was to explore, describe and explain the attitudes of consumers towards alcoholic beverage advertisements on television, there could not have been a better method. Considering the amount of information to be gathered also, survey appeared to be less costly. The survey method was also more suitable for the work because according to CITATION Wim00 \l 1033 (Wimmer & Dominick, 2000), a large amount of information could be collected with relative ease CITATION Wim00 \l 1033 (Wimmer & Dominick, 2000). It must be stated here, however, that there are hindrances the survey method could pose considering the fact that it has its own side effects. This is largely because independent variables cannot be manipulated the way they are in laboratory experiments CITATION Wim00 \l 1033 (Wimmer & Dominick, 2000). It is also a fact that inappropriate wording or arrangement of questions within a questionnaire could produce bias results. That notwithstanding, the survey method can produce reliable and useful information, especially for collecting information on audiences. Surveys are used for descriptive, explanatory and exploratory purposes CITATION Bab92 \l 1033 (Babbie, 1992).
Population A population is the aggregate of all the elements showing some common set of characteristics that comprises the universe for the purpose of the marketing research problem. The population for the study all undergraduate students reading Bachelor of Science psychology programme in the University of Cape Coast. The total population for the study was 739 students made up of 173 level 400, 199 level 300, 175 level 200 and 192 level 100 students. The reason for the choice of the population was that they were readily available for the administration of questionnaires and makes them the convenient population.
Sample and Sampling Techniques A sample is a set of elements drawn from a population to participate in a study. The sample must possess the same characteristics as the population drawn from, so that the results or findings of the study can be generalised to the entire population. A sample size of 79 respondents was chosen for the study. This size was chosen due to financial constraints and limited time available for the study. The simple random sampling method, which is a form of probability sampling method, was used. This type of sampling method gives every member or individual an equal chance of being selected. In essence, any extraneous variables would be randomly distributed among various groups in the sample. This means that irrelevant variables would be randomly distributed among the various groups in the sample in order to minimise errors.
Research instrument The main instrument used for collecting data was questionnaire. The questionnaire was used because all the respondents were literates and could read and respond to the items without difficulty. The questionnaire items were carefully designed based on the objectives of the study. The variables were obtained through careful review of related literature and worded with closed ended questions after the supervisor had scrutinized it. The questionnaire was designed to elicit demographic information such as age and gender.
Data Collection Procedure We distributed copies of the questionnaire to students of University of Cape Coast; the actual questionnaire distributed was 79. We were able to retrieve all the copies of the questionnaire distributed because all the respondents were able to complete the questionnaire at a sitting. This was achieved because we first met the respondents and explained the purpose of the study to them and then discussed some of the items in the questionnaire with them, though care was taken in order not to interfere with the results.
Data analysis tools Data collected with the questionnaire were coded and analysed using Statistical Package for Social Sciences (SPSS) a computer application software programme. Tables, pie charts, and percentages were used in the analysis in order to arrive at the objectives and to answer the research questions. It is believed that such procedure would help readers get a vivid picture of the result from the study.
CHAPTER FOURRESULTS AND DISCUSSION This chapter deals with presentation and analysis of the data collected from the respondents. To make the analysis easier, the data were organized and categorized into frequency tables. The study used descriptive statistics to organize the gathered data. This allowed for logical conclusions to be drawn. Percentages were also used to enhance the analysis. The presentation and analysis of the data was done in accordance with the objectives of the study. The first section of the chapter deals with the socio-demographic characteristics of the respondents and the subsequent sections take care of the main objectives of the study. A total of seventy-nine respondents were used for the study. Socio-demographic information of respondentsSex of Respondents
Source: field survey, 2013.
Figure SEQ Figure \* ARABIC 1: Gender
The sex of respondents was represented above in Figure 1 out of the 79 respondents, 65% represents male and 35% represents female. This means that males are dominant in the consumption of alcohol.
Age group of respondents
Source: field survey: 2013
Figure SEQ Figure \* ARABIC 2: Age rangeFrom Figure 2 above, 54% of the respondents were aged between 18-23 years, 32% were aged between 24-29 years, and 10% were aged between 30-35 years. However, 4% of the respondents were aged 36 years and above. From the results, it implies that majority of the respondents were aged between 18 to 23 years.
What effect does alcohol consumption have on students’ academic performance? In trying to establish whether the consumption of alcoholic beverage affects students’ academic performance, a number of questions were posed to respondents. The findings are represented in the tables below.
Table SEQ Table \* ARABIC 1: Alcoholic beverage boost students morale to learnResponse frequency percentage (%)
Yes 2 2.53
No 77 97.47
Total 79 100.00
Source: field survey, 2013
When respondents were asked whether alcoholic beverages intake boost students’ morale to learn, 2.53% of the respondents indicated yes and 97.47% also indicated no. It can be observed in Table 1 analysis that most of the respondents objected or disagreed that alcohol intake helps students to learn. According to this evaluation, there are other relevant factors which boost students’ morale to learn instead of intake of alcohol. The percentage of respondents who indicated yes is negligible.
Table SEQ Table \* ARABIC 2: Do students who drink alcohol engage in examination malpractices?Response frequency percentage (%)
Yes 53 67.09
No 26 32.01
Total 79 100.00
Source: field survey, 2013
A question which aimed at ascertaining whether intake of alcohol affects students’ performance was asked “do students who drink alcohol engage in examination malpractices?” It can be seen from Table 2 above that, 67.09% of the respondents indicated yes and 32.91% selected no. This means that majority of the respondents believed that those who drink alcohol normally engage in examination malpractices.
Table SEQ Table \* ARABIC 3: Students who take alcohol are the best studentsResponse frequency percentage (%)
Yes 1 1.27
No 78 98.73
Total 79 100.00
Source: field survey, 2013
As to whether students who take alcohol are the best students, a statement was made, in regards to this statement it was seen that, 1.27% of the responded said yes and 98.73% said no. This means that respondents disagreed that students who drink are the best students.
Table SEQ Table \* ARABIC 4: Students who take alcoholic beverage are truantsResponse frequency percentage (%)
Yes 55 69.62
No 24 30.38
Total 79 100.00
Source: field survey, 2013
Again, respondents were ask whether students who take alcoholic beverage are truants as is presented in Table 4 above 69.62% of the respondents selected yes and 30.38% select no. From the analyses of this Table, students of University of Cape Coast see students who take alcohol as truants.
Table SEQ Table \* ARABIC 5: Do students who drink alcohol have limited time to studyResponse frequency percentage (%)
Yes 66 83.54
No 13 16.46
Total 79 100.00
Source: field survey, 2013
To determine whether intake of alcohol affects students’ academic performance a question was asked “do students who drink alcohol have limited time to study?” Yes recorded 83.54% and no 16.46%. This implies that majority of the respondents believed that drunken students have limited study hour.
Table SEQ Table \* ARABIC 6: Alcohol intake does not affect students’ academic performanceResponse frequency percentage (%)
Yes 11 13.38
No 68 86.08
Total 79 100.00
Source: field survey, 2013
To discover whether alcohol affect students’ performance or not a question was asked, represented in the Table 6 above, in this Table it was observed that, eleven of the respondents representing 13.92% agreed that alcohol intake does not affect students’ academic performance while sixty-eight of the respondents’ representing 86.08% disagrees. This indicates that, alcohol intake affect students’ academic performance.
Does alcoholic beverage consumption promote flirting? In our quest to find out whether alcoholic beverage consumption promotes flirting, a number of questions were posed. The analyses of the questions are represented in the Tables below.
Table SEQ Table \* ARABIC 7: I am unable to control my sexual urge when drunkResponse frequency percentage (%)
Yes 32 40.51
No 47 59.49
Total 79 100.00
Source: field survey, 2013
In Table 7 above a statement “I am unable to control my sexual urge when drunk” was presented to know whether alcohol consumption promote flirting. In this attempt, thirty- two of the respondents representing 40.51% indicated yes while forty-seven of the respondents representing 59.49% indicated no. Indicating that majority of the respondents believe that, they are not able to control their sexual urge when drunk.
Table SEQ Table \* ARABIC 8: Everyman gains confidence to propose when drunkResponse frequency percentage (%)
Yes 58 73.42
No 21 26.58
Total 79 100.00
Source: field survey, 2013
To know whether every man gains confidence to propose when drunk, it was discovered on Table 8 that, fifty-eight of the respondents representing 73.42% said yes and twenty-one which represents 26.58% said no, depicting that most of the respondents agree to the fact that men gain confidence to propose when drunk.
Table SEQ Table \* ARABIC 9: Do drunken ladies accept romantic proposals easily?Response frequency percentage (%)
Yes 61 77.22
No 18 22.78
Total 79 100.00
Source: field survey, 2013
A question “ Do drunken ladies accept romantic proposals easily” was asked on the Table 9 above, and it was observed that sixty-one of the respondents selected yes representing 77.22% while eighteen respondents selected no representing 22.78%. This gives the impression that, drunken ladies accept proposals easily.
Table SEQ Table \* ARABIC 10: Does intake of alcohol make people sexually strong?Response frequency percentage (%)
Yes 32 40.51
No 47 59.49
Total 79 100.00
Source: field survey, 2013
It is evident from Table 10 above that, when respondents were asked whether intake of alcohol makes them sexually strong, thirty-two of the respondents said yes representing 40.51% while forty- seven said no representing 59.49%. From the analyses of Table 10 it can be concluded that, even though some of the respondents believed alcohol intake makes them strong, majority of the respondents objected to that.
Table SEQ Table \* ARABIC 11: Do people gain more satisfaction from sex when drunk?Response frequency percentage (%)
Yes 25 31.65
No 54 68.35
Total 79 100.00
Source: field survey, 2013
Data from the Table 11 presented above show that regarding the satisfaction people gain from sex when drunk, 25 people representing 31.65% and 54 people representing 68.35% out of 79 people mentioned yes and no respectively. This question was posed to know whether respondents were objective in their answers because it sorts to confirm the response in Table 10. It was revealed that majority of respondents disagree with both assertions.
Does consumption of alcoholic beverage lead to road accidents?
Table SEQ Table \* ARABIC 12: Do drivers who take alcohol flout road traffic regulationsResponse frequency percentage (%)
Yes 76 96.20
No 3 3.80
Total 79 100.00
Source: field survey, 2013
Respondents were asked, whether drivers who drink alcohol flout road traffic regulations, and there were very interesting outcomes. Evidence from Table 12 indicates that, almost all the respondents thus 76 representing 96.20% said yes and 3 respondents representing 3.8% said no.
Table SEQ Table \* ARABIC 13: Do drunken pedestrians cause danger to themselves and other road users?Response frequency percentage (%)
Yes 78 98.73
No 1 1.27
Total 79 100.00
Source: field survey, 2013
With the aim of determining the effect of alcohol consumption on road accidents a question was asked, “Do drunken pedestrians cause danger to themselves and other road users?” It is interesting to note that 78 respondents said yes representing 98.73% while 1 respondent said no representing 1.27%. From the analyses, it can be concluded from Table 13, that virtually all the respondents consented to the assertion.
Table SEQ Table \* ARABIC 14: Do drunken drivers like speeding?Response frequency percentage (%)
Yes 77 97.47
No 2 2.53
Total 79 100.00
Source: field survey, 2013
There was the need to know whether drunken drivers like speeding. It can be seen from the Table 14 above that seventy-seven of the respondents representing 97.47% confirmed the fact that, drivers who take alcohol speed a lot while two respondents representing 2.53% disagreed to it.
Table SEQ Table \* ARABIC 15: Drunken pedestrians do not flout road traffic regulationResponse frequency percentage (%)
Yes 15 18.99
No 64 81.01
Total 79 100.00
Source: field survey, 2013 Table 15 above indicates that fifteen respondents representing 18.99% believed that drunken pedestrians observe road traffic regulation while sixty-four respondents representing 81.01% believed that such pedestrians flout road traffic regulations. This question was in support of the question, “Do drunken pedestrians cause danger to themselves and other road users”. It is evident that since drunken pedestrians flout road traffic regulations, they pose danger to themselves as well as other road users. This in a way can contribute to the increasing rate of road accidents in the country.
Table SEQ Table \* ARABIC 16: Do drunken drivers drive recklessly?Response frequency percentage (%)
Yes 78 98.73
No 1 1.27
Total 79 100.00
Source: field survey, 2013
To support the fact that drunken drivers like speeding, another question was asked, “Do drunken drivers drive recklessly?”, as presented in Table 16 above, seventy- eight of the respondents representing 98.73% selected yes and one respondent representing 1.27% selected no. The information above indicates that drunken drivers drive without care. Does television advert of alcoholic beverages lead to increase consumption?Table SEQ Table \* ARABIC 17: Have you watched any alcoholic beverage advert on television before?
Response frequency percentage (%)
Yes 78 98.74
No 1 1.27
Total 79 100.00
Source: field survey, 2013
It was also necessary to know whether respondents have actually watched advert of any alcoholic beverage on television prior to the time they were answering the question. It is evident from Table 17 above that seventy-eight of the respondents representing 98.73% have watched such advert on television, while only one of the respondents has not watched any alcoholic beverage advert on television. This means that alcoholic beverage adverts are very common on our television screens.
Table SEQ Table \* ARABIC 18: Do television adverts influence you to buy the product?Response frequency percentage (%)
Yes 34 43.04
No 45 56.96
Total 79 100.00
Source: field survey, 2013
To evaluate the effect of adverts the question was asked, “Do television adverts influence you to buy alcoholic beverage?” 43.04% responded yes whiles 56.96% recorded no. This means that though adverts persuade people to buy, there might be other factors that motivate customers to patronise a product like packages, colours schemes, price, and quality of product. According to this evaluation, majority of people are persuaded to use or buy the product based on other factors rather than advertisement.
FindingsThe study sorts to determine the effect of television advertisement of alcoholic beverage on consumer behaviour. The findings of the study reveal that, alcoholic beverage intake affects students’ academic performance and includes involvement in examination malpractices, limited study hour, and absenteeism. The findings also reveal that, alcohol consumption promotes flirting thus, men gain confidence to propose and ladies accept proposals easier than if not drunk. The findings once again indicate to us that alcohol consumption lead to road accident. Further findings show that viewing or watching of alcoholic beverage advert have influence on consumption but it is not so strong.
Discussion This section seeks to discuss the data presented in the preceding sections. From the findings, majority of the respondents admitted that alcohol intake have impact on their academic performance by absenting themselves from lectures, indulging in examination malpractices and having limited study hours. This confirms a research finding by CITATION Roy11 \l 1033 (Royce, 2011) in United States that the amount of alcohol consumed by students correlate with their grade point average. Thus, there is a negative relationship between alcohol consumption and students academic performance, as the more alcoholic beverage taken by students, the lesser time available for studies or academic work. In support of the above assertion, CITATION Wil03 \l 1033 (Williams, L.M, & H, 2003) estimated the impact of college drinking on the quality of human capital acquisition as captured by study hours and grade point average. The study found that drinking had a direct negative effect on grade point average (GPA) and an indirect negative effect through reduced study hours. In addition, the finding also shows that, many students believed alcohol intake gives men confidence to propose and also make ladies accept proposals easily. This in a way affirms the speculation that alcohol intake promotes flirting and this confirms a social perception that alcoholic beverage consumption boost men confidence and makes women more vulnerable to sexual assault. This finding is consistent with the findings by CITATION Boy08 \l 1033 (Boyd, McCabe, & Morales, 2008) who reported that heavy drinking (undefined amount of alcohol) amongst students (aged 18-24) was associated with high risk sexual behaviour and sexual aggression. Furthermore, the findings also indicate that alcohol consumption lead to road accident as drunken drivers drive recklessly; speed, and also flout road traffic regulations and so do drunken pedestrians flout such regulations which pose danger to themselves and other road users. This confirms a report by the Ministry of Road and Highways in June, 2009, which indicated drunk driving as the leading cause of road accidents in Ghana. Last but not least, the finding indicates that although adverts increase the sale of alcoholic beverage, the percentage of people who are influenced by adverts to buy alcoholic beverage is less than fifty. This finding is not in total support of the study conducted by CITATION Tur85 \l 1033 (Turker, 1985); involving high school males which indicated that viewers who watched a great deal of television had significantly higher levels of alcohol use per month than did viewers who watched comparatively less television. This may be due to the kind of respondents used since this research targeted University students as compared to Tucker who used high school males only.
CHAPTER FIVESUMMARY, CONCLUSIONS, AND RECOMMENDATIONSThe chapter covers the summary of major findings and conclusion based on the findings and the recommendations arising from the findings of the study and recommendations for further studies.
Summary
Overview of the Study The study was conducted to determine the effect of television advertisement of alcoholic beverages on consumer behaviour. The study reviews the concept of television advertising, television advertising and alcoholic beverage consumption, alcohol and students’ academic performance, alcohol consumption and sexual risk taking. Descriptive survey design was used for the study and 79 students were sampled as respondents for the study. Questionnaire was used as an instrument to collect data from the respondents. This consisted of twenty items divided into five sections and made up of closed-ended questions. The data collected were analysed by using Microsoft excel and results were presented using tables (frequency and percentages) and pie charts (see chapter four). The major findings of the study were organised in line with the research question. These are presented as follows:
Key Findings What effect does alcohol consumption have on students’ academic performance? It was found out that, alcohol intake affects students by making them truants, leaving them with limited study hours; these invariably make them victims of examination malpractices. It was also found that even though respondents were aware of the adverse effect of consumption on academic performance they were still consuming alcohol.
Does alcoholic beverage consumption promote flirting? The study showed that alcohol intake actually promotes flirting by making male confident and female fallible to sexual assault.
Does consumption of alcoholic beverage lead to road accidents? It was found out that, alcoholic beverage consumption leads to road accident. In the sense that, drunken drivers flout road traffic regulations and speed which is also one of the causes of road accidents. Does a television advert of alcoholic beverages lead to increase consumption? The study revealed that, less than 50% of respondents who watch adverts of alcoholic beverages on television are influenced to buy the product.
Conclusion It is explicitly clear that, there is an inverse relationship between alcohol consumption and students’ academic performance. Also, it was realised that alcohol intake promote flirting. Furthermore, alcohol consumption leads to road accident in the sense that drunk drivers frequently flout road traffic regulations and speed unnecessarily.
Finally from the results, it can be concluded that television advertisement does not have great influence on the sale of alcoholic drinks.
RecommendationsThese recommendations are mainly based on the findings and conclusion drawn from the study. These are:
The Motor Traffic Transport Unit of the Ghana police service and Driver Vehicle License Authority (DVLA) should intensify their campaign to curb drunk driving. This in a way will reduce the rate of road accidents in Ghana.
Any driver found palpable for drunk driving should be banned from driving for at least three months.
There should be a nationwide educational campaign on the side effect of alcoholic beverage consumption.
The government should formulate and implement policies regarding the intake of alcoholic beverages.
Producers of alcoholic beverages should concentrate on other factors that promote sales.
REFERENCES BIBLIOGRAPHY Awuku, S. (2003). Editorial. Daily Graphic , 6.
Babbie, E. (1992). The practice of social Research. Belmont: C A Wadsworth.
Berkowitz, A., & Perkins, H. (1987). Recent research on gender differences in collegiate alcohol use. Journal of Ameican College Health , 36: 123-9.
Board, F. a. (2005). Food and Drugs Board Guidelines. Accra: Assembly Press .
Bovee, C. (1992). Contemporary Advertising. New York: McGraw Hill publishers.
Boyd, C., McCabe, S., & Morales, M. (2008). College students ' alcohol use: A critical review. Annual Review of Nursing Research , 23: 179-211.
Clark, D. (2004). The natural history of adolescent alcohol use disorders. Addiction , 99(suppl 2): 5- 22.
Cooper, M. (2002). Alcohol use and risky sexual behaviour among college students and youth: Evaluating the evidence. Journal of Studies on Alcohol , (suppl. 14): 107-17.
Darrin, K. (2009). Influence of television commercial. New York: CBS College Publishing.
Diamond, S. ( July,1972). Protect your Trade mark by Proper Usage. Journal of marketing , 17-22.
Ebbrecht, T. (2007). History on TV. London: Sage Publications.
Ellickson, P., Collins, R. L., Hambarsoomains, K., & McCaffrey. (2005). Alcohol advertising promote adolescent drinking. In Longitudinal Assessment Addiction (pp. 233- 246).
Everett, S., R.L, S., & J.L, T. (1998). Tobbaco and alcohol use in top- grossing. American films; J comm Health 23.
Galbraith, K. G. (1958). Retrieved from Affluent society : www.enotes.com/affluentsociety
Gill, J. (2002). Reported level of alcohol consumption and binge drinking with UK undergraduate student population over the last 25 years. Alcohol and Alcoholism , 37(2): 109-20.
Grube, J. W., & Wallack, L. (1994). Television Beer advertising and Drinking Knowledge beliefs and intentions among school children. American journal of Public Health 84 , 254- 259.
Health, R. (2009). How TV builds Brands at low attention. In Emotional Engagement (pp. 507:29-31). Admap.
Leigh, B., Vanslyke, J., M, H., D., R., D, M., & Gillmore, M. (2008). Drinkingl and condom use: Results from an Even- Based Daily Dairy. AIDS and Behaviour , 12(1): 104-12.
Loveland- Cherry, C. (2005). Alcohol children and adolescents. Annual Reviewing of Nursing , 23:135-77.
McCreano, T., Barnes, H., Borell, S., Kaiwai, H., & Gregory, A. (2008). Creating intoxigenic environment. Aotearoa.
Murgraff, V., Parrot, A., & Bennet, P. (1999). Risky single- occasion drinking amongst young people- Definition, corelates, policy and intervention: A broad overview of research findings . Alcohol and Alcoholism , 34(1): 3-14.
My joy online . (2009). Retrieved January 15, 2013, from myjoyonline.com: myjoyonline.com/news
Perkins, H. (2002). Surveying the damages: A review of research on consequences of alcohol misuse in college populations. Journal of Studies on Alcohol , 91-100.
Quigley, & Collins. (1999). Learning by immitation. Addictive Behaviours , 31; 128-132.
Royce. (2011). Alcohol impact on academic performance. New York: CBS college publishing.
Turker. (1985). Journal of Studies on Television Advertisement , 65; 320-329.
Unsal, & Yuksel. (1984). Yeri TV Reklam . In Billimsel reklam ve pazarlamadaki. yayinlari.
Williams, J., L.M, P., & H, W. (2003). Does alcohol consumption reduce human capital accumulation? college alcoho study: applied economics , 1227- 1239.
Wimmer, R., & Dominick, J. (2000). Mass media research. In An introduction. Belmont: C A Wadsworth.
Zeigler, D., C.C, W., Yoast, R., B.D, D., & McCaffree, M. R. (2005). The neurocognitive effects of alcohol on adolescents and college students. Preventive Medicine , 40(1): 23-32.

APPENDICESAPPENDIX A: QUESTIONNAIRE FOR RESPONDENTSUNIVERSITY OF CAPE COAST
DEPARTMENT OF EDUCATIONAL FOUNDATIONS
QUESTIONNAIRE FOR RESPONDENTS
Dear Responder,
This questionnaire is meant to collect data on “the effect of television advertisement of alcoholic beverage on consumer behaviour” for academic purpose. Your views would be used for academic purposes only; you are assured of confidentiality.
Please tick where applicable BIODATA
Age: 18- 23 [ ] 24- 29 [ ] 30-35 [ ] 36& above [ ] Gender: Male [ ] Female [ ]
Effects on students’ academic performance
Statements YES NO
1 Alcoholic beverages boost students’ morale to learn. 2 Do students who drink alcohol involved in examination malpractices? 3 Students who take alcohol are the best students. 4 Are students who drink alcohol truants? 5 Do students who drink alcohol have limited study hours? 6 Alcohol intake does not affect students academic performance Promote flirting
Statements YES NO
7 I am unable to control my sexual urge when drunk 8 Every man gains confidence to propose to a lady when drunk 9 Do drunken ladies accept romantic proposals easily? 10 Does alcohol intake make people sexually strong? 11 Do people gain more satisfaction from sex when drunk? Causes road accidents
Statements YES NO
12 Drivers who take alcohol flout road traffic regulations 13 Do drunken pedestrians cause danger to themselves and other road users? 14 Do drunken drivers like speeding 15 Drunken pedestrians do not flout road traffic regulations. 16 Do drunken drivers drive recklessly? Increase consumption
Statements YES NO
17 Have you watched any alcoholic beverage advert on television before? 18 Do such adverts influence you to buy any of the drinks?

References: BIBLIOGRAPHY Awuku, S. (2003). Editorial. Daily Graphic , 6. Babbie, E. (1992). The practice of social Research. Belmont: C A Wadsworth. Berkowitz, A., & Perkins, H. (1987). Recent research on gender differences in collegiate alcohol use. Journal of Ameican College Health , 36: 123-9. Board, F. a. (2005). Food and Drugs Board Guidelines. Accra: Assembly Press . Bovee, C. (1992). Contemporary Advertising. New York: McGraw Hill publishers. Boyd, C., McCabe, S., & Morales, M. (2008). College students ' alcohol use: A critical review. Annual Review of Nursing Research , 23: 179-211. Clark, D. (2004). The natural history of adolescent alcohol use disorders. Addiction , 99(suppl 2): 5- 22. Cooper, M. (2002). Alcohol use and risky sexual behaviour among college students and youth: Evaluating the evidence. Journal of Studies on Alcohol , (suppl. 14): 107-17. Darrin, K. (2009). Influence of television commercial. New York: CBS College Publishing. Diamond, S. ( July,1972). Protect your Trade mark by Proper Usage. Journal of marketing , 17-22. Ebbrecht, T. (2007). History on TV. London: Sage Publications. Ellickson, P., Collins, R. L., Hambarsoomains, K., & McCaffrey. (2005). Alcohol advertising promote adolescent drinking. In Longitudinal Assessment Addiction (pp. 233- 246). Everett, S., R.L, S., & J.L, T. (1998). Tobbaco and alcohol use in top- grossing. American films; J comm Health 23. Galbraith, K. G. (1958). Retrieved from Affluent society : www.enotes.com/affluentsociety Gill, J Grube, J. W., & Wallack, L. (1994). Television Beer advertising and Drinking Knowledge beliefs and intentions among school children. American journal of Public Health 84 , 254- 259. Health, R. (2009). How TV builds Brands at low attention. In Emotional Engagement (pp. 507:29-31). Admap. Leigh, B., Vanslyke, J., M, H., D., R., D, M., & Gillmore, M. (2008). Drinkingl and condom use: Results from an Even- Based Daily Dairy. AIDS and Behaviour , 12(1): 104-12. Loveland- Cherry, C. (2005). Alcohol children and adolescents. Annual Reviewing of Nursing , 23:135-77. McCreano, T., Barnes, H., Borell, S., Kaiwai, H., & Gregory, A. (2008). Creating intoxigenic environment. Aotearoa. Murgraff, V., Parrot, A., & Bennet, P. (1999). Risky single- occasion drinking amongst young people- Definition, corelates, policy and intervention: A broad overview of research findings . Alcohol and Alcoholism , 34(1): 3-14. My joy online . (2009). Retrieved January 15, 2013, from myjoyonline.com: myjoyonline.com/news Perkins, H Quigley, & Collins. (1999). Learning by immitation. Addictive Behaviours , 31; 128-132. Royce. (2011). Alcohol impact on academic performance. New York: CBS college publishing. Turker. (1985). Journal of Studies on Television Advertisement , 65; 320-329. Unsal, & Yuksel. (1984). Yeri TV Reklam . In Billimsel reklam ve pazarlamadaki. yayinlari. Williams, J., L.M, P., & H, W. (2003). Does alcohol consumption reduce human capital accumulation? college alcoho study: applied economics , 1227- 1239. Wimmer, R., & Dominick, J. (2000). Mass media research. In An introduction. Belmont: C A Wadsworth. Zeigler, D., C.C, W., Yoast, R., B.D, D., & McCaffree, M. R. (2005). The neurocognitive effects of alcohol on adolescents and college students. Preventive Medicine , 40(1): 23-32.