Energy Drinks Homework Help

Energy Drinks

People are capable of holding conflicting cognitions about a particular issue simultaneously. Discomfort may arise in this individual holding the conflicting cognitions consequently leading the individual to exhibit what is referred to as cognitive dissonance. In order to create consistency, people are believed to reduce dissonance through either altering of the existing cognitions or addition of new cognitions (Festinger, 1957, p.112). Festinger writes “The cognitive dissonance theory applies when modification or innovation are introduced to counter the controversial situation.” The consumption of energy drinks despite their supposed side effects is an example of cognitive dissonance. The individual faced with the dilemma of either stopping the consumption of energy drinks or ignoring their side effects may choose to change their feelings regarding the odds that they face the risk of suffering the consequences or they might add the belief that the short term benefits of consuming energy drinks are worth ignoring the side effects. This is just one way of looking at the reason that people still take energy drinks despite the side effects that they are believed to cause. This paper will look at the cognitive and other reasons for the continued use of energy drinks.
Energy drinks are manufactured by every leading software drink manufacturer as well as other commercial drink manufacturers. Caffeine is a leading ingredient in all these energy drinks regardless of their brand, color, or flavor (Yeomans et al, 2002, p. 164). The supposed function played by caffeine, vitamins, and other ingredients in these energy drinks is the improvement of strength, endurance and mental function in the consumer (Energy Drinks, n.d.). Several studies conducted on the effects of energy drinks have found that they increase mental alertness, increase stamina, increase body endurance and they offer recuperative benefits to people who are already tired.
Energy drinks also improve metabolism and boost energy levels in the individual consuming them. The consumer is forced to reconcile their habit with the desire to live a healthy life with the activity of doing something that will expose them to the risk of leading an unhealthy life. The common side effects associated with consumption of energy drinks include addiction, weight gain due to high levels of sugar, anxiety, loss of sleep and dehydration. The consumer is faced with contradicting ideas on whether or not to consume the drink despite its side effects. These contradicting ideas may cause tension in the person which can be reduced by several changes in cognitions such as denying the evidence of the supposed side effects, justifying the use of the drinks despite their effects, and quitting the use of energy drinks altogether (Aronson, 2006, p.39). A sportsperson whose performance has been significantly improved by the use of energy drinks could rationalize their behavior by concluding that the side effects manifest only in a few people, that only those who use them excessively get affected, or that if they don’t get affected by the energy drinks other factors may contribute to their health being affected in a similar manner (Van Den Eynde, 2008, p. 277). This therefore shows the role played by altering or addition of new cognitions in the continued use of energy drinks despite their risk of side effects.
Advertisements and other marketing strategies can be pointed as the other reason to the continued use of energy drinks. Numerous advertisements can be found on televisions, newspapers, radios, and billboards portraying the potential benefits of energy drinks. One such advertisement is the 2010 Pro-life Super Bowl commercial done by Tim Tebow (Becca, 2011, pr. 13). The commercial illustrates how as a child he was constantly told as he was growing up that he would never become a star football player. In the commercial, his determination, drive, and drinking FRS Healthy Energy Drink aid him in achieving his goal and more to that, becoming a first round quarterback. He says “My dreams they crushed, look at me now. FRS we made it.” The commercial manages to reach its target audience, children. Children consider pro athletes to be their role models and desire to be like them. By showing the children they can do anything they put their mind to, the commercial appeals to the target audience. In addition, the secondary audience was also reached by the commercial. Parents, the secondary audience, are shown the healthy factor of the energy drink and since it is their priority that their children stay healthy, they end up purchasing the energy drink for their children. The commercial is convincing since every athlete has a specific sports drink of choice that they prefer and no one follows them to the filed to enquire which it is they drink in the field. It can therefore not be confirmed that the claim made by Tim of being a drinker of FRS is either true or false. The two key components, entertaining and convincing, in an advertisement are hence satisfied in this commercial.
Celebrity endorsement is a strategy used by many organizations to market their products. Since people look up to celebrities and desire to be like them, associating someone they admire with a particular product increases their chances of using or buying that product (Sun, 2011, p.95). Organizations choosing to utilize celebrity endorsement choose the most appropriate celebrity for their desired audience. They also present the advertisement in the most convincing manner possible. The Tim Tebow commercial is an example of celebrity endorsement. The energy drink in the commercial creates the risk of side effects similar to the other energy drinks. However, the celebrity associated with it makes it easier for the consumer to believe the drink improves health rather than believe the scientist investigating its side effects. The consumer will therefore be found consuming the product despite its association with some health problems.
Also, a consumer aware of the side effects associated with the energy drink may choose to ignore the risks based on their position as a fan of the celebrity in question. Being a fan of the celebrity, the consumer express their obligation of supporting their star by using the drink advocated for by the celebrity. The consumer would also choose to consume the drink because despite the potential risks of side effects, the celebrity presents no evidence of their suffering from any side effects. On the contrary, the celebrity exhibit, the positive elements associated with consumption of an energy drink which includes improved performance, increased energy levels and recuperation benefits in tired individuals (Suresh, 2005, p.166). How then is the consumer expected to stop consuming the energy drink on the notion of assumed side effects which are only hypothetical and are not manifested in their lives.
Other factors leading to the continued consumption of energy drinks are pressure to succeed, addiction and marketing strategies such as promotion. Athletes who feel an extreme need to succeed may use the energy drinks prior to their sports activities in order to improve their performance. They would choose to ignore the risks associated with consumption of the drink with the idea that the race is more important and that winning the race is an immediate result compared to the long-term risk of side effects which may or may not appear.
The addiction comes from the high content of caffeine. Energy drinks contain a considerable large amount of caffeine. This caffeine can increase heart rate and over time increase the risk of the consumer getting a heart disease or stroke. Irritability, headaches, sleeplessness, and nausea are also side effects that have been associated with large intake of caffeine (Schwader, 2011, pr. 5). Despite these risks, the consumer continues to drink the drink because of the addiction caused by the high level of caffeine in the energy drinks.
In conclusion, energy drinks are consumed by very many people primarily because of the immediate effect they have on the consumer. They improve the metabolism, increase the energy levels improve the mental alertness of the consumer among other positive effects they have. However, there are side effects associated with the consumption of energy drinks ranging from anxiety and loss of sleep to addiction. Despite these side effects, many people choose to continue consuming the drink. The theory of cognitive dissonance can be used to explain the logic behind this phenomenon. The conflicting thoughts between whether to stop or continue consuming the drink with potential health risks causes the individual to change existing cognitions or add new cognitions. In this way, the new idea will provide a solution by either creating a consolation idea or motivating the consumer to quit drinking the drink. Celebrity endorsement is also another factor that drives the consumer to continue taking the energy drink. This is an advertisement strategy utilized by the manufacturing company whereby a celebrity is used to market the product. The consumer associates with the celebrity more than the researchers who investigate the side effects of the product. As a result of the adoration that the consumer has on the celebrity, they are apt to buy and use the energy drink because the celebrity who is successful is drinking it. Success, even short-term success, is more appealing than quitting drinking the drink because of an assumption that there are side effects. It is hence apparent the reason as to why consumers continue to drink energy drinks despite the various health risks associated with them.

Reference List
Aronson, E., Akert, R.D., & Wilson, T.D. 2006. Social psychology (6th Ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Becca .2011. The right way to use celebrities to endorse brands. Pinnacle Worldwide. Retrieved December 31, 2011 from: http://www.dontdrinkthekoolaidblog.com/the-right-way-to-use-celebrities-to-endorse-brands/
Energy Drinks. What are Energy drinks and why are they so popular? Retrieved December 31, 2011 from: http://mupsip.com/
Festinger, L. 1957. A theory of cognitive dissonance. Stanford, CA: Stanford University Press.
Schwader, A. 2011. Why people shouldn’t drink energy drinks. Livestrong.com. Retrieved December 31, 2011 from: http://www.livestrong.com/article/412661-why-people-shouldnt-drink-energy-drinks/
Sun, Z. 2011. Celebrities, Products, and Presentation Styles: A Content Analysis of Celebrity-Endorsed TV Commercials in China. University of Utah.
Suresh, K. 2005. Celebrity Endorsements. Perspectives and Cases. Banjara Hills: ICFAI University Press.
Van Den Eynde, F; Van Baelen, PC; Portzky, M; Audenaert, K .2008. The effects of energy drinks on cognitive performance. Tijdschrift voor psychiatrie 50 (5): 273–81
Yeomans, M.R; Ripley, T; Davies, L.H; Rusted, J.M; Rogers, P.J. 2002. Effects of caffeine on performance and mood depend on the level of caffeine abstinence. Psychopharmacology 164 (3):