TY - JOUR
T1 - Underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse messages
T2 - Are humorous responsible drinking campaign messages effective?
AU - Lee, Moon J.
AU - Chen, Yi Chun
N1 - Funding Information:
The authors express special thanks to Robin Sutherby, Edward. R. Murrow School of Communication, Washington State University, Pullman, Washington, USA. This project was funded by a grant from the Alcohol and Drug Abuse Program, Washington State University.
PY - 2013/3/1
Y1 - 2013/3/1
N2 - This study examined underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse advertisements. The authors conducted a posttest-only control group experiment with 91 teenagers and college-aged participants. For underage moderate drinkers, the negative-restrictive slogans (e.g., "Don't drink") increased participants' perceived risk of excessive drinking and increased a level of intention to change their drinking behavior. However, for underage binge drinkers, the negative-restrictive slogans lowered participants' risk perception of excessive drinking and intention to change their drinking behavior.
AB - This study examined underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse advertisements. The authors conducted a posttest-only control group experiment with 91 teenagers and college-aged participants. For underage moderate drinkers, the negative-restrictive slogans (e.g., "Don't drink") increased participants' perceived risk of excessive drinking and increased a level of intention to change their drinking behavior. However, for underage binge drinkers, the negative-restrictive slogans lowered participants' risk perception of excessive drinking and intention to change their drinking behavior.
UR - http://www.scopus.com/inward/record.url?scp=84874251742&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84874251742&partnerID=8YFLogxK
U2 - 10.1080/10810730.2012.727949
DO - 10.1080/10810730.2012.727949
M3 - Article
C2 - 23163605
AN - SCOPUS:84874251742
SN - 1081-0730
VL - 18
SP - 354
EP - 368
JO - Journal of Health Communication
JF - Journal of Health Communication
IS - 3
ER -