Assessing College Students' Attitudes Toward Responsible Drinking Messages to Identify Promising Binge Drinking Intervention Strategies

Health communication appeals were utilized through a Web site simulation to evaluate the potential effectiveness of 3 intervention approaches to promote responsible drinking among college students. Within the Web site simulation, participants were exposed to a persuasive message designed to represent either the generalized social norms advertising approach (based on others' behavior), the personalized behavioral feedback approach (tailored to the individual's behavior), or the schema-based approach (tailored to the individual's self-schema, or personality). A control group was exposed to a message that was designed to be neutral (it was designed to discourage heavy drinking, but it did not represent any of the previously mentioned approaches). It was hypothesized that the more personalized the message was to the individual, the more favorable college students' attitudes would be toward the responsible drinking message. Participants receiving the more personalized messages did report more favorable attitudes toward the responsible drinking message.     

Effects of Issue Involvement and Framing of a Responsible Drinking Message on Attitudes,Intentions, and Behavior

To decrease the prevalence and the amount of alcohol consumption among students, health messages advocating responsible alcohol behavior can be used. However, it is unclear whether responsible drinking messages are most effective when they use a gain frame, presenting the advantages of responsible drinking, or a loss frame, presenting the disadvantages of irresponsible drinking. This study tests the effects of framing and the moderating role of involvement with the issue of responsible drinking. A three-wave, between-subjects, experimental study was conducted, in which participants (N = 90) were exposed to either a gain- or loss-framed message about responsible drinking behavior at Wave 2. At all three waves, attitudes, intentions and behavior toward responsible drinking were measured. Results showed that for participants with low issue- involvement, a gain frame led to more positive attitudes and intentions toward responsible alcohol use, whereas a loss frame did not have any effects for them. For participants with high issue involvement, a loss frame led to more positive attitudes and intentions toward responsible alcohol use, whereas a gain frame did not have an effect on attitude and only a delayed effect on intention. However, there were no effects of frame and issue involvement on adhering to the guideline of responsible alcohol use and average drinking behavior.     

Marketing responsible drinking behavior: comparing the effectiveness of responsible drinking messages tailored to three possible "personality" conceptualizations

We investigated whether a thoroughly personalized message (tailored to a person's "Big Five" personality traits) or a message matched to an alternate form of self-schema (ideal self-schema) would be more influential than a self-schema matched message (that has been found to be effective) at marketing responsible drinking. We expected the more thoroughly personalized Big Five matched message to be more effective than the self-schema matched message. However, neither the Big Five message nor the ideal self-schema message was more effective than the actual self-schema message. Therefore, research examining self-schema matching should be pursued rather than more complex Big Five matching.     

Increasing the effectiveness of messages promoting responsible undergraduate drinking: tailoring to personality and matching to context

This study addressed the serious problem of college student binge drinking by identifying factors that improve the effectiveness of messages encouraging responsible drinking presented through a website simulation. We tested schema matching (i.e., whether the message matches the person's self-schema type or not) and two types of context matching (i.e., whether the message matches the topic or values of the message context) to determine their relative influence on the effectiveness of the message. We expected that messages matched to any of these factors would be more effective than messages not matched. Schema matching reduced intentions to drink while staying in/home, but topic matching reduced intentions to drink when going out, suggesting that different factors are important for messages targeting drinking behavior in different locations. Significant interactions between topic matching and value matching on message evaluation variables indicated that the message should not match the message context too closely. That is, there appears to be a matching threshold: Increasing the number of factors the message matches does not increase message effectiveness, possibly because it makes the message too redundant with the surrounding content.     

Influencing College Student Drinking Intentions With Social Norms and Self-Schema Matched Messages: Differences Between Low and High Self-Monitors

College students were exposed to either a self-schema matched message (emphasizing how binge drinking is inconsistent with personal values) or a social norms message (highlighting the true normative drinking behavior of peers). As predicted, low self-monitors intended to drink significantly less alcohol if they received the self-schema matched message versus the social norms message, and high self-monitors intended to drink less if they received the social norms message versus a self-schema message. While previous research supports both techniques for marketing responsible college student drinking, the current results suggest that each method may be especially effective for certain audiences.     

Evaluating the believability and effectiveness of the social norms message "most students drink 0 to 4 drinks when they party"

In an effort to reduce dangerous drinking levels among college students, university health educators have initiated social norms campaigns based on the rationale that students will be more likely to reduce their own drinking behaviors if they think that most students on campus are not heavy or binge drinkers. Within the framework of social comparisons theory, this study reports the findings of a survey of 277 college students and explores the correlates of accuracy and bias in students' estimates of whether or not most other students think that binge drinking on campus is a problem and whether or not most other students believe the campaign message. The overwhelming majority (72.6%) of students did not believe the norms message that most students on campus drink "0 to 4" drinks when they party, and 52.7% reported drinking "5 or more" drinks in a sitting. The social norms campaign was effective in motivating 61% of the respondents to think about binge drinking as a problem. For the most part, group or social network norms were more influential on students' own drinking behavior than were their estimates of the campus drinking norm. The findings also clarify that accuracy in estimating the campus social norm in and of itself does not necessarily lead to an increase or reduction in alcohol consumption. The social comparisons approach underscores the complex and social nature of human interaction and reinforces the need for the development of multiple approaches to alcohol education with messages that are designed to target the specific needs of students based on their orientations toward alcohol consumption.     

The development of a model to predict drinking behavior from attitudes in university students

The major purposes of the study were: a) to examine the relationship between attitudes and self-reported levels of drinking; and b) to develop a stable prediction equation that included attitudes as a predictor of drinking behavior. A Likert-type survey was developed to measure college student's attitudes toward alcohol. The survey was administered to a sample of college students (n=1049). The coefficient alpha reliability estimate was found to be .91. Stepwise multiple regression procedures were used to ascertain the relationships between attitudes and other psychosocial constructs of drinking. The dependent variable was an alcohol consumption index. The analysis revealed that the seven variable model was the most parsimonious (R ² =.46), and attitudes toward drinking was the strongest predictor of self-reported drinking behavior. A double cross-validation of the regression model indicated that the model was very stable, and therefore could be generalized to similar samples. The substantive findings related to students' self-reported drinking practices are also reported.     

Relationship between cumulative exposure to health messages and awareness and behavior-related drinking during pregnancy

PURPOSE. This paper describes the relationship between exposure to multiple sources of health messages about the risk of drinking during pregnancy and respondents' awareness and behavior related to this risk. DESIGN. Observational study using telephone interview data. SETTING. Exposure to this message occurs via a government warning on alcoholic beverage containers, warning posters in restaurants and bars, and media advertisements. SUBJECTS. Representative nationwide samples of adults were interviewed in 1990 (n = 2,000) and 1991 (n = 2,017), with response rates of 64% and 62%, respectively. MEASURES. Outcomes assessed are knowledge of the alcohol-related risk of birth defects, conversations about drinking during pregnancy, and self-reported reduction of alcohol consumption due to health concerns. RESULTS. Multivariate logistic regression models were used. In the total sample, respondents exposed to one, two, and three different message sources were more likely to converse about drinking during pregnancy than those exposed to no messages (odds ratio = 2.6, 3.8, and 4.1, respectively), while reduced alcohol consumption due to health concerns associated with exposure to two and three different sources (odds ratio = 1.6 and 2.0, respectively). Among women aged 18 to 40, a similar relationship is found for conversations, but it was only among those seeing all three message types that a reduction in consumption was observed (odds ratio = 2.8). Interpretation of these findings are limited because of respondent bias in alcohol consumption, message source exposure, and the cross-sectional nature of the data employed. CONCLUSIONS. These findings support the public health approach of implementing multi-faceted strategies to maximize risk reduction interventions.     

Marketing Responsible Drinking Behavior: Comparing the Effectiveness of Responsible Drinking Messages Tailored to Three Possible “Personality” Conceptualizations

We investigated whether a thoroughly personalized message (tailored to a person's “Big Five” personality traits) or a message matched to an alternate form of self-schema (ideal self-schema) would be more influential than a self-schema matched message (that has been found to be effective) at marketing responsible drinking. We expected the more thoroughly personalized Big Five matched message to be more effective than the self-schema matched message. However, neither the Big Five message nor the ideal self-schema message was more effective than the actual self-schema message. Therefore, research examining self-schema matching should be pursued rather than more complex Big Five matching.     

Designing Anti-Binge Drinking Prevention Messages: Message Framing vs. Evidence Type

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.     

Increasing the Effectiveness of Messages Promoting Responsible Undergraduate Drinking: Tailoring to Personality and Matching to Context

This study addressed the serious problem of college student binge drinking by identifying factors that improve the effectiveness of messages encouraging responsible drinking presented through a website simulation. We tested schema matching (i.e., whether the message matches the person's self-schema type or not) and two types of context matching (i.e., whether the message matches the topic or values of the message context) to determine their relative influence on the effectiveness of the message. We expected that messages matched to any of these factors would be more effective than messages not matched. Schema matching reduced intentions to drink while staying in/home, but topic matching reduced intentions to drink when going out, suggesting that different factors are important for messages targeting drinking behavior in different locations. Significant interactions between topic matching and value matching on message evaluation variables indicated that the message should not match the message context too closely. That is, there appears to be a matching threshold: Increasing the number of factors the message matches does not increase message effectiveness, possibly because it makes the message too redundant with the surrounding content.     

An Alcohol Message Beneath the Surface of ER: How Implicit Memory Influences Viewers’ Health Attitudes and Intentions Using Entertainment-Education

While previous research on entertainment-education has assessed its effectiveness, primarily at the conscious level (e.g., free recall and self-reported change in knowledge), few studies have explored its effect on viewers’ implicit knowledge. To fill this gap, this study examined the mechanism through which viewers form implicit memory of short health messages inserted in a primetime TV show and its preconscious effects on viewers’ health attitudes and intentions. An experiment was conducted using a 3-group (health message: present vs. absent vs. control), posttest-only design with additional planned analyses of differences by subject variables (past experience and involvement). Overall, findings supported the hypothesized effects of implicit memory of a brief antialcohol message embedded in an ER episode on college students’ attitudes and intentions against binge drinking. Results showed that participants who were exposed to the health message reported less positive attitudes toward binge drinking and lower intentions to binge drink, compared with those who were not exposed; the causal relations among viewers’ implicit memory, attitudes, and intentions were also validated. Results also showed that individuals’ past experience and involvement moderated the effects of the health message on attitudes and intentions. Theoretical explanations and practical implications are discussed.     

Effective message design targeting college students for the prevention of binge-drinking: basing design on rebellious risk-taking tendency

This study examined the responses of college students who were exposed to different types of episodic stories related to drinking (gender-consistent vs. gender-inconsistent condition) and their intention to modify risky behavior (binge drinking) based on their rebellious risk-taking tendency. Self-report measures such as intention to modify drinking behavior and reaction to the message were measured. Eighty-two college students between the ages of 19 and 23 years participated in a posttest-only group design experiment. Results suggested that rebellious participants were less afraid of the dangers of binge drinking than those who were low in rebelliousness for the gender-consistent condition. Regardless of the level of rebelliousness, the participants who were in the gender-consistent (increased relevance) condition produced higher recognition scores than those who were in the gender-inconsistent condition. However, the rebellious participants who were in the gender-inconsistent condition exhibited a higher level of intention to change their drinking behavior than did those in the gender-consistent condition.     

Taking up binge drinking in college: the influences of person, social group, and environment.

PURPOSE: To identify person, social group, and environmental factors associated with uptake of binge drinking among a national sample of college students. METHODS: Using self-reported responses of students in the 1999 Harvard School of Public Health College Alcohol Study (CAS), we regressed conceptually important predictors of binge drinking onto a dichotomized variable describing uptake in the freshman year. This was a random sample of full-time undergraduates provided by the registrar at each participant school (n = 119). For this study, we analyzed data describing a subset of the total sample comprising first year students aged < or =19 years, excluding transfers (n = 1894). The student CAS is a 20-page voluntary, anonymous mailed questionnaire containing student reports about their alcohol and substance use, school activities, and background characteristics. Analyses included univariate and multivariate logistic regression adjusting for school response rate and using the Generalized Estimating Equations (GEE) in the Statistical Analysis Software package to handle the within-college clustering owing to the sampling scheme. RESULTS: College students who reported that they were exposed to "wet" environments were more likely to engage in binge drinking than were their peers without similar exposures. Wet environments included social, residential, and market surroundings in which drinking is prevalent and alcohol cheap and easily accessed. Findings held up in multivariate analyses that included variables describing person and social group characteristics. Students who picked up binge drinking in college also were more likely than their peers to report inflated definitions of binge drinking and more permissive attitudes about appropriate ages for legal consumption. CONCLUSIONS: Binge drinking can either be acquired or avoided in college among students who report they did not binge drink in high school. Reducing college binge uptake may require efforts to limit access/availability, control cheap prices, and maximize substance free environments and associations.     

Fear appeals for individuals in different stages of change: intended and unintended effects and implications on public health campaigns

This study represents an initial attempt to examine the intended and unintended effects of fear appeals among individuals in different stages of change. Toward this end, a pilot study investigated the effects of fear appeals promoting skin cancer preventive behavior among college students. After being exposed to fear appeals, individuals who were in the precontemplation stage indicated a greater likelihood of thinking defensively and fatalistically regarding the facts on health risk than those who had intended to engage in or who had previously engaged in preventive behavior. Concurrently, after being exposed to fear appeals, those who were in the precontemplation stage reported less favorable attitudes toward message recommendations, weaker intentions to engage in recommended behavior, and less performance of preventive behavior than those who had contemplated or had previously engaged in preventive behavior. Implications of these results on future public health campaigns are discussed.     

河北省某高校大学生饮水知信行现状

了解河北省某高校大学生饮水知信行情况及其可能存在的问题,为开展饮水方面的宣教提供科学依据.方法 采用随机整群抽样方法,于2017年3月在河北省保定市某高校抽取715名学生,对大学生饮水知识、态度及行为进行调查.结果 大学生对于每天饮水量为1 500~1 700 mL知晓率为19.0%;对于饮水方式为少量多次的知晓率为95.0%,对临睡前是适宜饮水时间的知晓率为30.1%,女生知晓率高于男生,医学专业学生高于非医学专业学生(x2值分别为22.16,12.49,P值均<0.05);对饮水不足与中风、高血压、冠心病之间关系的知晓率较低,分别为1.3%,14.3%,2.2%,二年级学生对于饮水不足与中风之间关系知晓率高于一年级学生(x2=11.10,P<0.05).大学生理想获得饮水知识的途径比例最高为网络(60.0%),其次为校园宣传/课堂教学(48.3%).99.6%的大学生认为饮水对健康重要,98.3%愿意改变饮水习惯,93.0%愿意关注饮水宣教,女生比例均高于男生(x2值分别为5.46,6.49,8.01,P值均<0.05).在实际生活中,大学生晨起空腹、临睡前饮水比例分别为48.4%和40.7%,45.5%想起来就喝水.结论 河北省某高校大学生饮水知识不足,不同性别、年级、专业学生饮水知识存在差异.大学生饮水态度较好,但饮水行为存在一定问题,相关部门需根据调查对象不同特征开展相应的健康宣教.     

The Employee Stress and Alcohol Project: The development of a computer-based alcohol abuse prevention program for employees

The Employee Stress and Alcohol Project (ESAP) developed an interactive computer-based alcohol abuse prevention and early intervention program accessible to employees over the Internet. Behavioral health research recommends that specialists develop and provide comprehensive yet cost-effective approaches to alcohol abuse prevention, early intervention, and treatment within the context of workplace managed care. ESAP is implementing this web site for a diverse 8,567-employee work site. ESAP's web site enables employees to self-assess their stress levels, coping styles, and risk for alcohol-related problems. It provides personalized feedback, recommendations, mini-workshops, a drinking journal, links to other online resources, and an interactive forum for direct participant-to-participant communication. ESAP's web site provides resources for employees who are concerned about another individual's drinking as well as information about adolescent alcohol use. This article discusses the implications of incorporating the ESAP web site into worksite alcohol abuse prevention and early intervention programming.     

Moderating Effects of Social Norms and Alcohol Consumption on Message Framing in Responsible Drinking Campaigns: Value from Deviance Regulation Theory

ABSTRACT

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.