Abstract

This experiment examined pre-emptive strategies against binge drinking among college students. Specifically, the study explored the potential to employ inoculation and narrative messages given the pervasiveness of heavy drinking on college campuses. Utilizing a three-phase experiment, we explored the impact of different communication strategies (inoculation, narrative, control) on binge drinking attitudes. The experimental results indicated that for college students exposed to binge drinking messages, inoculation messages worked better than both narrative and control messages. As such, inoculation messages have the potential to protect attitudes towards binge drinking.

Presenters

Kimberly A. Parker
Professor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States

Sarah A. Geegan
Assistant Professor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States

Bobi Ivanov
Professor, Integrated Strategic Communication, University of Kentucky, Kentucky, United States

Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Health Promotion and Education

KEYWORDS

Binge Drinking, Inoculation Messages, Narrative Messages, College Students, Preemptive Strategies

Digital Media

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