Citation

Lee MJ, Chen YC. J. Health Commun. 2013; 18(3): 354-368.

Affiliation

College of Journalism and Mass Communications , University of Florida , Gainesville , Florida , USA.

Copyright

(Copyright © 2013, Informa - Taylor and Francis Group)

DOI

10.1080/10810730.2012.727949

PMID

23163605

Abstract

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.

Language: en