College Students Respond Better to Positive Anti-Binge Drinking Messages

http://munews.missouri.edu/news-releases/2011/0601-college-students-respond-better-to-positive-anti-binge-drinking-messages/

June 01, 2011

Story Contact(s):
Nathan Hurst, hurstn@missouri.edu, 573-882-6217

COLUMBIA, Mo. – Binge drinking among college students has long been viewed as dangerous and destructive. Government and non-profit health organizations spend millions of dollars annually on public service announcements (PSAs) aimed at dissuading college students from hazardous drinking habits. These organizations primarily use “loss-framed”, or negative messages to show the dangers of binge drinking. Now, University of Missouri researchers have found that “gain-framed”, or positive messages are much more effective in convincing college students to abandon binge drinking.

Gain-framed messages portray a positive reason for avoiding risky behavior such as improved grades or more fulfilling relationships. Alternatively, a loss-framed message would focus on negative consequences, such as failing school or suffering from health problems. Through in-depth interviews of college students, Joonghwa Lee, a doctoral candidate at the Missouri School of Journalism, identified four areas of interest for college students regarding the effects of binge drinking: relationships, academic success, health, and control safety.

“We found that gain-framed anti-binge drinking messages featuring relationships and academic performance were much more effective in convincing students to avoid binge drinking than negative messages,” Lee said. “College students want to know how an action will help them, not how they could be hurt. Not many college students respond well to threats.”

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