@article{ref1,
title="Designing anti-binge drinking prevention messages: message framing vs. evidence type",
journal="Health communication",
year="2018",
author="Kang, Hannah and Lee, Moon J.",
volume="33",
number="12",
pages="1494-1502",
abstract="We investigated whether presenting anti-binge drinking health campaign messages in different message framing and evidence types influences college students' intention to avoid binge drinking, based on prospect theory (PT) and exemplification theory. A 2 (message framing: loss-framed message/gain-framed message) X 2 (evidence type: statistical/narrative) between-subjects factorial design with a control group was conducted with 156 college students. College students who were exposed to the loss-framed message condition exhibited a higher level of intention to avoid binge drinking in the near future than those who did not see any messages (the control group). This finding was mainly among non-binge drinkers. Regardless of evidence type, those who were exposed to the messages exhibited a higher level of intention to avoid binge drinking than those in the control group. This is also mainly among non-binge drinkers. We also found the main effects of message framing and evidence type on attitude toward the message and the main effect of message framing on attitude toward drinking.<p /> <p>Language: en</p>",
language="en",
issn="1041-0236",
doi="10.1080/10410236.2017.1372046",
url="http://dx.doi.org/10.1080/10410236.2017.1372046"
}