Effective Message Design Targeting College Students for the Prevention of Binge-Drinking: Basing Design on Rebellious Risk-Taking Tendency

Moon J. Lee · Shannon L. Bichard

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Media Influence and Health Substance Abuse Treatment and Outcomes Behavioral Health and Interventions

Abstract

This study examined the responses of college students who were exposed to different types of episodic stories related to drinking (gender-consistent vs. gender-inconsistent condition) and their intention to modify risky behavior (binge drinking) based on their rebellious risk-taking tendency. Self-report measures such as intention to modify drinking behavior and reaction to the message were measured. Eighty-two college students between the ages of 19 and 23 years participated in a posttest-only group design experiment. Results suggested that rebellious participants were less afraid of the dangers of binge drinking than those who were low in rebelliousness for the gender-consistent condition. Regardless of the level of rebelliousness, the participants who were in the gender-consistent (increased relevance) condition produced higher recognition scores than those who were in the gender-inconsistent condition. However, the rebellious participants who were in the gender-inconsistent condition exhibited a higher level of intention to change their drinking behavior than did those in the gender-consistent condition.

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References

1980Understanding Attitudes and Predicting Social Behavior 1986The Elaboration Likelihood Model of Persuasion 1984The Health Belief Model: A Decade Later 1986The Elaboration Likelihood Model of Persuasion 1979Sensation Seeking : Beyond the Optimal Level of Arousal 1997Shaping perceptions to motivate healthy behavior: The role of message framing.1964Development of a sensation-seeking scale.1990The Psychophysiology of Sensation Seeking

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