Citation

Banerjee SC, Greene K. Int. J. Health Promot. Educ. 2012; 50(2): 68-80.

Copyright

(Copyright © 2012, Institute of Health Education)

DOI

10.1080/14635240.2012.661965

PMID

unavailable

Abstract

This study examined the efficacy of visual anti-cocaine messages differing in framing and dosage on protection motivation theory constructs, particularly perceived severity, vulnerability, self-efficacy, response costs, and intention to stay away from cocaine. One hundred and sixty four (N = 164) undergraduate students at a large northern university in the UK participated in the study and were randomly assigned to one of four anti-drug visual messages depicting consequences of cocaine use and differing in framing (before-after vs. after-only) and dosage (low-dose vs. high-dose).

RESULTS revealed that after-only framing was more efficacious than before-after framing for perceived severity and vulnerability, and the low-dose message was more efficacious than the high-dose message for self-efficacy. In addition, greater perceived severity and self-efficacy were significantly associated with greater intention to stay away from cocaine. Implications for designing visual drug preventions messages are discussed.

Language: en