A new study has said that ad campaigns, which make use of guilt or indignity to caution against alcoholism abuse, can in fact have the reverse outcome, spurring increased boozing among target audiences.

In place of projected result, the ads actuated an innate coping mechanism, which permits audiences to distance themselves from the fatal outcomes of uncontrolled drinking, showed scientists in the first-of-its-kind research.

Anti-drinking or "responsible" drinking operations have long been a backbone of health sections, non-profit associations and even beverage companies.

Yet, alcohol mistreatment continues a constant and rising problem, linked to the casualties of about 79,000 people in United States each year.

Every year, boozing among college goersin United States contributes to an approximated 1,700 pupil demises, 600,000 accidental injuries, 700,000 attacks, 90,000 sexual assaults and 474,000 cases of unprotected sexual relationship.

Adam Duhachek, marketing professor and study co-author, from the Indiana University Kelley School of Business said, "The public health and marketing communities expend considerable effort and capital on these campaigns but have long suspected they were less effective than hoped.".

"But the situation is worse than wasted money or effort. These ads ultimately may do more harm than good because they have the potential to spur more of the behaviour they're trying to prevent," Duhachek added.

His study particularly surveys anti-drinking ads, which link to the various possible unfavorable outcomes of alcohol mistreatment including blackouts and car mishaps, while eliciting feelings of shame and guilt.

Discoveries show such messages are really hard to process among audiences already going through these emotions.

To manage, they take on a self-protective mindset letting them to underrate their vulnerability to the results highlighted in the ads.

The consequence is they take part in greater amounts of reckless drinking, according to responders, says an Indiana University release.

The results of the study were presented in the Journal of Marketing Research. (With Input from Agencies)