Public service announcements intended to shame binge drinkers can result in more drinking, according to the new study done by Northwestern University's Kellogg School of Management. These announcements can cause the person to feel guilty about his bad habits, and due to the guilt, that person can binge more.

The main focus of the study was on a Liquor Control Board of Ontario campaign, which was launched in 2003, entitled "Best Night of My Life". A young woman was shown by PSA, who was bowing down the toilet bowl to show that she was throwing up.

"We're all defensive, ask our mothers. We feel shame when we do something mean or bad, but we cannot function in this world if we go around thinking we are mean, bad people. If you overload people with these emotions when they're already feeling guilty, then you give them an incentive to dissent", said Nidhi Agrawal, an expert in consumer psychology.

These findings, experts believe, are applicable for all ages, social groups and ethnicities.