Abstract
Abstract Youth drinking continues to present a major public health problem. Entertainment content that positively depicts alcohol consumption is often implicated as a factor in shaping youths' attitudes and beliefs about drinking alcohol. This research examines whether and under which conditions epilogues can counteract the influence of a television episode featuring positive consequences of drinking. Building on recent research that demonstrates how consumers' persuasion knowledge can increase acceptance of a message, this study finds that persuasion knowledge enhances receptivity to epilogues but only amongst viewers who are highly transported in the story. The research points to a promising approach to remedy the potentially harmful influence of a storyline depicting undesirable behaviors on a vulnerable population.
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