| Abstract: | After November, 1989 Federal law required a standard health warning label on all alcoholic beverage containers sold for consumption in the U.S. Results are reported from a cross-sectional national household telephone interview survey of adults, occurring approximately 6 months after implementation of the warning labels (N=2000). Implications for health warnings with respect to information processing theory, the Health Belief Model, and other theories relevant to precaution adoption are briefly reviewed and two derivative hypotheses are tested using log-linear analysis. Relationships between various personal characteristics and (a) seeing the label and (b) recalling the driving impairment message are examined for consistency with theoretical expectations. We also examine associations between message recall, drinking style, and two precautionary behaviors undertaken to avoid drinking and driving. Adjusting for apparent false positives, approximately a quarter of the sample have noticed the label 6 months after its introduction; 16% recalled the specific driving impairment message. As hypothesized, exposure to the warning was predicted primarily by consumption pattern but also was associated with a personal salience factor, that is, ever having drunk alcohol so as to be at risk when driving. About a quarter of the heavy drinkers (5 drinks or more per occasion sometime and drinking at least weekly) who ever drank and drove saw the specific warning. Of two self-regulation strategies — limiting driving after drinking and limiting drinking when about to drive — the latter was the more prevalent. Both strategies were reported more by those who were heavy drinkers, those recalling the driving impairment message, and those perceiving driving after drinking to be very dangerous, than by other individuals. |
