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Recovering Addicts' Responses to the Cinematic Portrayal of Drug and Alcohol Addiction

Elizabeth C. Hirschman and Joyce A. McGriff
Journal of Public Policy & Marketing
Vol. 14, No. 1 (Spring, 1995), pp. 95-107
Stable URL: http://www.jstor.org/stable/30000382
Page Count: 13
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Recovering Addicts' Responses to the Cinematic Portrayal of Drug and Alcohol Addiction
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Abstract

Marketing researchers are turning increased attention toward major social problems, such as homelessness, compulsive purchasing, and abortion. The authors extend these efforts by establishing some initial guidelines for the therapeutic use of motion pictures in drug rehabilitation programs. Recovering addicts evaluated four films that depicted drug addiction and alcoholism, using rating scales and personal commentary. Working with counselors and administrators, the authors discuss their responses and make suggestions regarding treatment programs.

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