Anti-Drinking Campaign Leads to More Drinking

So says this Advertising Age study.

It has long been assumed, of course, that guilt and shame were ideal ways of warning of the dangers associated with binge drinking and other harmful behaviors, because they are helpful in spotlighting the associated personal consequences. But this study found the opposite to be true: Viewers already feeling some level of guilt or shame instinctively resist messages that rely on those emotions, and in some cases are more likely to participate in the behavior they’re being warned about.

Why does this surprise anyone? Has anyone ever been shamed into anything productive? One of the reasons we launched Junk is to address just this sort of attitude.

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