By Dr. Brian McDonough, Medical Editor
PHILADELPHIA (CBS) – It has been well documented that movies have a direct impact on drinking behavior.
A classic study of 80 male university students found watching movies that feature alcoholic beverages and commercials for alcohol make people more likely to reach for an alcoholic drink.
The young men were divided into four groups; those watching a movie which frequently featured alcoholic consumption, those watching the same movie plus commercials for alcohol, those watching a movie which featured less alcohol consumption, and those watching the movie with fewer alcohol scenes plus fewer commercials for alcohol. The men had access to a refrigerator with both alcoholic and non-alcoholic beverages.
The results were quite interesting. They showed that those who watched alcoholic movies and the commercials for alcohol drank the most with an average of three drinks, while the other groups all consumed between one and-a-half to two drinks.
There is a definite link to the power of suggestion.