TY - JOUR
T1 - Designing Anti-Binge Drinking Prevention Messages
T2 - Message Framing vs. Evidence Type
AU - Kang, Hannah
AU - Lee, Moon J.
N1 - Publisher Copyright:
© 2017, © 2017 Taylor & Francis Group, LLC.
PY - 2018/12/2
Y1 - 2018/12/2
N2 - 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.
AB - 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.
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U2 - 10.1080/10410236.2017.1372046
DO - 10.1080/10410236.2017.1372046
M3 - Article
C2 - 28952800
AN - SCOPUS:85030168990
SN - 1041-0236
VL - 33
SP - 1494
EP - 1502
JO - Health Communication
JF - Health Communication
IS - 12
ER -