Track topics on Twitter Track topics that are important to you
This study examined how the interplay between message framing and social norms affected college students' responses to advertisements and their intentions to drink responsibly, using the lens of deviance regulation theory. The results showed more favorable responses to gain-framed messaging than loss-framed messaging, especially among college students who believed that most of their peers use alcohol irresponsibly (i.e., they observed an unhealthy social norm). This study also investigated how the moderating effects of social norms on message framing differ depending on the level of individual alcohol consumption, and found that the deviance regulation effects on intention to drink responsibly were mitigated among heavy drinkers. The findings suggest strategic potential for using messaging, social context, and individual factors to develop effective campaigns that promote responsible drinking.
This article was published in the following journal.
Name: Health communication
Self-persuasion (i.e., generating your own arguments) is often more persuasive than direct persuasion (i.e., being provided with arguments), even when the technique is applied in media messages by fra...
We investigated effects of message framing and social distance on individuals' attitude toward health campaign and behavioral intention. Individuals who read a gain-framed message had better attitude ...
Research has indicated that individuals high in social comparison orientation (SCO) are more influenced by the behavior and perceived norms of others. However, despite research indicating that behavio...
A burgeoning area of research is using social network analysis to investigate college students' substance use behaviors. However, little research has incorporated students' perceived peer drinking nor...
Alcohol is the most commonly used substance by South African adolescents. Social norms play a key role in alcohol use, although distinctions are not always made between descriptive and injunctive norm...
The purpose of this study is to determine whether (a) a brief alcohol intervention, (b) a brief bystander and social norms intervention, or (c) a brief alcohol and a brief bystander and so...
This study tests the effects of a self-affirmation manipulation on (i) acceptance of a health message detailing the risks of alcohol consumption, (ii) engagement with the health message an...
The main purpose of this study is to promote colorectal cancer (CRC) screening among individuals who have never been screened, with these individuals being members of a panel who participa...
The goal of this study is to determine the effects of message framing (gain vs. loss) on African American parents' acceptance of the HPV vaccine and how such effects are moderated by paren...
This project aims to combat excessive perceived norms that contribute to high volume drinking by young adults, which adversely affects health and academic achievement. Campus-specific surv...
A perceived attribute that is deeply discrediting and is considered to be a violation of social norms.
Customary standards that govern behavior in groups, cultures, or societies. They reflect what a group deems acceptable in a social context in terms of appropriate and inappropriate values, beliefs, attitudes, and behaviors.
Alcohol consumption among college students.
Substances interfering with the metabolism of ethyl alcohol, causing unpleasant side effects thought to discourage the drinking of alcoholic beverages. Alcohol deterrents are used in the treatment of alcoholism.
Evaluation of the degree of acceptance for the immediate variables associated with a procedure or program designed to change behavior. This includes the social significance of the goals of treatment, the social appropriateness of the treatment procedures, and the social importance of the effects of treatments.