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College students respond better to positive anti-binge drinking messages
Date:6/1/2011

e need for increased use of gain-framed messages when addressing college students.

"When we looked for examples of existing gain-framed anti-binge drinking PSAs, we found very few," Kim said. "Our results suggest that when practitioners plan college binge drinking prevention messages, they need to ensure that the audience-specific content has potential value. Different audiences respond differently to various message framing styles. Practitioners should better evaluate their audience to make their messages more effective."

Because this study focused on printed PSAs, Lee hopes to continue this line of research by looking into message framing for social media and online PSAs. This study was co-authored by Paul Bolls, an associate professor at the Missouri School of Journalism. The study was presented at the Health Communications Division of the International Communications Conference in May.


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Contact: Nathan Hurst
hurstn@missouri.edu
573-882-6217
University of Missouri-Columbia
Source:Eurekalert

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