@article{ref1,
title="How do gain-loss frames and cultural arguments persuade? Designing effective messages to weaken college students' binge-drinking intentions",
journal="Journal of health communication",
year="2024",
author="Hong, Soo Jung and Kim, Yungwook",
volume="ePub",
number="ePub",
pages="ePub-ePub",
abstract="To design effective health messages, this study investigates the effects of gain-loss framing and relevant moderating effects in the context of college students' alcohol use. Specifically, based on an online experiment, we tested the moderation effects of message-sidedness and binge-drinking behaviors using a mediation model in which the association between gain-loss framing and behavioral intentions is mediated by attitudes toward binge-drinking. Four hundred thirty-four Korean college students participated in this study. Hayes' PROCESS Macro for SPSS was employed for the analysis. The results show that loss-framing significantly increased participants' unfavorable attitudes toward binge-drinking in the one-sided message condition. Moreover, attitudes toward binge-drinking were more significantly associated with behavioral intentions to binge-drink among heavy drinkers than among non-heavy drinkers. Our findings suggest important theoretical and practical implications for the development of message-framing strategies in health campaigns designed to prevent college students' binge-drinking in collectivistic societies where the cultural meaning of drinking extends beyond the individual realm to the larger social context.<p /> <p>Language: en</p>",
language="en",
issn="1081-0730",
doi="10.1080/10810730.2024.2318263",
url="http://dx.doi.org/10.1080/10810730.2024.2318263"
}