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

Research output: Contribution to journalArticle

8 Scopus citations

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.

Original languageEnglish
Pages (from-to)299-308
Number of pages10
JournalHealth Communication
Volume20
Issue number3
DOIs
StatePublished - 2006

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