Department of Communication

8/23 W Teaching Orientation
9/13 InCHIP Lecture: Judson Brewer, MD, PhD
9/27 InCHIP Lecture: Dwayne Proctor, PhD

Misleading Marketing Fuels Bottled Water Consumption

UConn Today — June 29, 2018

With consumption of bottled water now outpacing carbonated soft drinks, a new study by UConn researchers shows college students buy bottled water based on marketing promotional messages that can be misleading about the quality of bottled water compared to tap water.

The study, published in the journal Communication Research Reports by communication doctoral student Xiaowen Xu, the principal researcher, and Carolyn A. Lin, professor of communication, reviewed prior research about planned behavior, peer influences, the benefits of drinking bottled water, and purchase intentions, and found through additional research that all of those factors are significantly related to the decision of college students to buy bottled water.

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