Public policies and selective visual attention: the effectiveness of awareness messages among young people about the consumption of alcoholic beverages in Brazil

Abstract

The aim of this study was to determine the effectiveness of mandatory conscious consumption warnings on alcohol advertisements in Brazil among young adults. Through Neuromarketing technique using Eye Tracking equipment, the visual attention behavior of young consumers was verified in laboratory, when they were exposed to beer commercials. The results demonstrated that the effectiveness of these warnings is very low and that this type of public health policies is not having the desired effects. These results emphasize the need to better understand how to attract the visual attention of consumers to these warning messages, clearly demonstrating that the current formats do not play their role of prevention and awareness.