Advertising, Alcohol Consumption, and Mortality—An Empirical Investigation

An empirical econometric study that tests an earlier worldwide survey showing that advertising has had little impact on total alcohol consumption or adverse outcomes associated with drinking. The advertising executives, also trained as sociologists and statisticians, offer a conceptual model for advertising effects. They define and describe both predictor and outcome variables and how they are operationalized and measured. Statistical data are summarized and trends in predictor variables and alcohol consumption from 1950 to 1990 are identified. Data are analyzed in a regression context to isolate factors that significantly affect demand for alcohol and time series relationships are explored. In addition they focus on mortality rates over the 40 year study period of three diseases clearly related to the consumption of alcohol. Fisher and Cook simulate how rates and numbers of deaths might be affected if advertising or prices changed, and then they collect all their findings and draw conclusions. For academic and professional audiences of economists and sociologists, businessmen and women, policymakers, and communicators.

JOSEPH C. FISHER, president, InterData Inc., is an advertising executive and sociologist who has studied alcoholism at length. He is the author of (Greenwood Press, 1993).

PETER A. COOK, vice president, InterData Inc., is a market research professional and statistician who has 25 years experience evaluating marketing programs and advertising. He is a specialist in econometric modeling and time series analysis.