Type of Document Master's Thesis Author Sunde, Kristen Meyer URN etd-04282010-122823 Title Evaluating Different Health Communication Theories to Deter College Binge Drinking: A Look at Promising Directions for Future Research Degree Master of Mass Communication (M.M.C.) Department Mass Communication Advisory Committee
Advisor Name Title Scholl, Rosanne Committee Chair DeFleur, Margaret Committee Member Osborne, Anne Committee Member Keywords
- subjective norms
- fear appeals
- college binge drinking
Date of Defense 2010-03-29 Availability unrestricted AbstractABSTRACT
For more than 30 years, college administrators and health communicators have used binge drinking prevention campaigns on university campuses to deter students from this dangerous and life-threatening habit.
Despite the prevalence of such campaigns (Wechsler, Seibring, Liu & Ahl, 2004), binge drinking remains the top public health threat for this population (Wechsler, Dowdall, Davenport, & Castillo, 1995).
In this study, the researcher conducted an experiment using fear appeals to see if these messages were more effective than social norms messages, which are often used in college binge drinking prevention campaigns (Real & Rimal, 2007), at prompting higher message credibility and intentions to change behavior for a sample of college students.
Overall, students in this experiment who viewed messages containing fear, either alone or combined with social norms, reported higher message credibility scores, and students who received a message using only fear reported higher intentions to change behavior than students who received a message with only social norms.
This study offers experimental evidence that fear appeals could be an effective health communication strategy for binge drinking prevention campaigns aimed at college students.
Filename Size Approximate Download Time (Hours:Minutes:Seconds)
28.8 Modem 56K Modem ISDN (64 Kb) ISDN (128 Kb) Higher-speed Access Sunde_Thesis.pdf 1.36 Mb 00:06:18 00:03:14 00:02:50 00:01:25 00:00:07
If you have questions or technical problems, please Contact LSU-ETD Support.