Description

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An advertising executive and sociologist who has studied alcoholism at length analyzes worldwide theoretical and empirical studies on the relationship between mass media and advertising and alcohol consumption and abuse. Dr. Fisher pulls together findings from content analyses, experiments, quasi-experiments, econometric studies, and evaluations of advertising restrictions and warning labels to determine how advertising works and affects human behavior.

About the Author

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Joseph C. Fisher, PhD, President, InterData, Inc., is an advertising professional who has been involved at length in research about alcoholism and alcohol abuse.