Psychophysiological reactivity to alcohol advertising in light and moderate social drinkers.

Psychophysiological responses to alcohol and nonalcohol advertising slides were compared in light and moderate social drinkers. Each slide presentation was interspersed with a rest period. Before viewing the slides, participants completed a questionnaire to estimate their quantity and frequency of alcohol consumption. Participants were divided into two groups using a median split of alcohol consumption scores. Light social drinkers showed a significant decrease in heart rate response to both alcohol-related and nonalcohol advertisements. Moderate social drinkers showed a significant increase in skin conductance to both alcohol-related and nonalcohol advertisements. The findings of this study have implications for understanding both the influence of alcohol advertisements on behavior and the psychophysiological correlates of cue reactivity.