Abstract
This study evaluated the interactive effects of message framing and temporal context on college student alcohol use. Participants (n = 228) were randomly assigned to read an alcohol prevention message that varied by message frame (gains vs. losses) and temporal context (short- vs. long-term consequences). Participants returned to the lab one month later to report their drinking behavior over the past month. As predicted, students exposed to the gain-framed message reported lower alcohol use (drank less frequently, drank fewer alcoholic beverages per drinking occasion, and engaged in less binge drinking) as compared to students exposed to the loss-framed message, but only if they read about short-term consequences of alcohol use. Message frame had no effect when participants were exposed to long-term consequences. This investigation extends previous research by demonstrating the effectiveness of message framing for reducing health-damaging behaviors and by identifying temporal context as a moderator of framing effects.
Original language | English (US) |
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Pages (from-to) | 1167-1173 |
Number of pages | 7 |
Journal | Journal of Experimental Social Psychology |
Volume | 44 |
Issue number | 4 |
DOIs | |
State | Published - Jul 2008 |
Keywords
- Alcohol
- Message framing
- Risk behavior
- Temporal context
ASJC Scopus subject areas
- Social Psychology
- Sociology and Political Science