Designing Anti-Binge Drinking Prevention Messages: Message Framing vs. Evidence Type

Hannah Kang, Moon J. Lee

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

We investigated whether presenting anti-binge drinking health campaign messages in different message framing and evidence types influences college students’ intention to avoid binge drinking, based on prospect theory (PT) and exemplification theory. A 2 (message framing: loss-framed message/gain-framed message) X 2 (evidence type: statistical/narrative) between-subjects factorial design with a control group was conducted with 156 college students. College students who were exposed to the loss-framed message condition exhibited a higher level of intention to avoid binge drinking in the near future than those who did not see any messages (the control group). This finding was mainly among non-binge drinkers. Regardless of evidence type, those who were exposed to the messages exhibited a higher level of intention to avoid binge drinking than those in the control group. This is also mainly among non-binge drinkers. We also found the main effects of message framing and evidence type on attitude toward the message and the main effect of message framing on attitude toward drinking.

Original languageEnglish (US)
Pages (from-to)1494-1502
Number of pages9
JournalHealth Communication
Volume33
Issue number12
DOIs
StatePublished - Dec 2 2018
Externally publishedYes

ASJC Scopus subject areas

  • Health(social science)
  • Communication

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