Abstract While federal regulations and alcohol industry self-regulation have been exhorting alcohol advertisers to include warnings, such as legal drinking age, on alcohol advertisements, it is rare to see this practice on social media. This study investigated the effects of warning conspicuity and warning-ad claim integration on under-drinking-age youth’s reactions to beer brand posts on social media (i.e., Instagram) and explicated the underlying mechanisms. The findings demonstrate that large-sized warnings (versus small-sized warnings) and integrated warnings (versus nonintegrated warnings) attract more visual attention, respectively. When warnings are integrated to the focal claims of the brand posts, a big-sized warning evokes greater state reactance than a small-sized one. However, when the warning is separated from the claim, a small-sized warning triggers higher reactance than a big-sized one. Underage participants’ state reactance mediates the interaction effect of warning conspicuity and warning integration on brand attitudes and intentions to interact with the brand posts, which in turn affect their intentions to drink alcohol, respectively.

中文翻译：

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酒品牌在社交媒体上具有社会责任感吗？何时以及如何使警醒意识和警告整合降低饮酒年龄不足青年中酒精商标发布的效率

摘要尽管联邦法规和酒类行业的自我监管一直在劝告酒类广告商在酒类广告中包含合法饮酒年龄等警告，但在社交媒体上很少见到这种做法。这项研究调查了警告的醒目性和警告-广告主张的整合对饮酒不足年龄青年对社交媒体（即Instagram）上啤酒品牌帖子的反应的影响，并阐明了其潜在机制。研究结果表明，大型警告（相对于小型警告）和集成警告（相对于非集成警告）分别吸引了更多的视觉关注。如果将警告整合到品牌帖子的重点声明中，则大型警告会比小型警告引起更大的国家反响。但是，当警告与索赔分开时，小型警告会比大型警告触发更高的电抗。未成年参与者的状态抗性介导了警告醒目和警告整合对品牌态度和与品牌岗位互动的意图的交互作用，这反过来又分别影响了他们饮酒的意图。