Alternative alcohol warning labels were studied with a method used in
magical-thinking research. In two studies (N = 111, N = 75), subjects
completed a questionnaire. A ''poison,'' ''toxic'' or ''causes cancer'
' label on a beer can was shown to have substantial effects on self-re
ported choice behavior. In contrast, the alcohol warning label now man
dated to appear on alcohol containers did not have nearly as powerful
an effect. Explanations for the lack of strong effects of the mandated
warning label center around label length, type of warning and salienc
e of the warning. The methodology described in this article appears to
test gut-level or conditioned responses to labels, which may be a val
uable technique for evaluating warning labels.