Alcohol-related posting survey

This study examines the impact of alcohol-related cognitions on posting behavior. The overarching aim of researching this process is to discover cross-cultural differences between the US and Korea. An online experiment was conducted as a 2 (photo-type: alcohol focus vs. alcohol-in-use) x 2 (alcohol type: beer vs. wine) x 2 (culture: American vs. Korean) between-subject design with 203 American and 233 Korean young adults. Results showed that alcohol-in-use photos generated higher intention to post than alcohol-focused photos, and wine photos generated higher intention than beer photos. Two-way interactions between culture and photo type, as well as culture and alcohol type, were also found. Regarding the cognitions, only Koreans showed a significant effect of alcohol-related cognitions on posting intention.