A recent study from Northwestern University's Kellogg School of Management found some anti-binge drinking PSAs have the opposite effect on their viewers. The study looked anti-alcohol PSAs that focused on emotions of guilt and shame to keep people from drinking, and found the spots did not always have the desired effect, particularly on the target audience of undergraduate college students.
This news reinforces the opportunity PR has to use its experience with successfully engaging consumers to reinforce the message. Going beyond ...