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Arch Pediatr Adolesc Med. 2006;160:857.

	Since this article does not have an abstract, we have provided the first 150 words of the full text and any section headings.

I challenge the Snyder et al study¹ examining alcohol advertising effects on drinking behaviors. The study refutes decades of very sophisticated advertising, marketing communication, and consumer behavior research. For example, during the past 50 years, researchers, globally, have not been able to demonstrate a direct and measurable effect of mass media advertising on consumer behavior except in certain instances of direct response–type appeals.

Primary issues I have with the Snyder et al research include:

• A Hierarchy of Effects model (circa 1961) apparently underlies the study (ie, the assumption of a linear, 1-way, outbound model in which marketer investments result in advertising exposure that results in consumer behavioral changes). While intuitively appealing, this conditioned-response, behaviorist model has been challenged for years, most recently by new studies in cognitive science.
  
• Correlations do not mean causality. The authors carefully skirt this issue, relying on correlations in some instances and causality in others but . . . [Full Text of this Article]

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