Merve Mollaahmetoglu is a Lecturer based in the School of Psychology, at the University of Sheffield. She completed a Society for the Study of Addiction funded PhD at the University of Exeter, focusing on psychological risk factors for alcohol use disorders (AUD) and mechanisms of a novel treatment for AUD. Her current research interests include the potential risks and benefits of no and low alcoholic drinks, particularly among increasing risk and high risk drinkers, and individuals with AUD or those in recovery from AUD.

Abstract

Cue reactivity to core branded and non-core branded no and low alcoholic drink cues among hazardous and harmful drinkers

Exposure to alcohol cues can elicit cue reactivity among risky drinkers, but the impact of no and low-alcohol drinks (≤ 1.2% ABV, No/Lo) remain unclear. Those with alcoholic parent brands (core-branded No/Los) could increase alcohol craving compared to non-core branded No/Los due to stronger associations with alcoholic drinks. This study examined effects of core and non-core branded No/Lo cues on alcohol craving compared to soft drinks. In a between-subjects experiment, 131 risky drinkers viewed video adverts for either core-branded No/Los, non-core-branded No/Los, or soft drinks. Alcohol craving was measured at baseline and post-exposure. Linear regression models tested the effects of cue exposure on alcohol craving, controlling for baseline craving, brand familiarity, liking, alcohol expectancies, and marketing receptivity. Contrary to predictions, the results suggested that exposure to core branded No/Lo cues did not significantly increase alcohol craving compared to non-core branded No/Lo cues [t(79)=-1.69, p=0.096)], but resulted in lower craving compared to soft drinks [t(121)=-5.2, p<0.001]. Exposure to core and non-core branded No/Lo cues may lead to similar levels of alcohol craving. Future research should compare these effects to alcohol cue exposure. Reduced craving in response to core branded No/Lo cues compared to soft drink cues may be due to scepticism towards core branded No/Lo drinks, which are viewed by some consumers as efforts to promote alcoholic parent brand.