College branding makes beer more salient to underage students

In recent years, major beer companies have tried to capitalize on the salience of students’ university affiliations, unveiling marketing campaigns and products — such as “fan cans,” store displays, and billboard ads — that pair beer with university colors, mascots, and logos. Research published in the January 2018 issue of Psychological Science, a journal of the Association for Psychological Science, shows that such campaigns may enhance the motivational significance of marketed beer brands, especially for students who identify strongly with their university. The researchers conclude that this effect could potentially increase underage students’ alcohol consumption.

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Marilynn Marchione, The Associated Press
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