Effects of message framing in anti-binge drinking psas: The moderating role of counterfactual thinking

Tae Hyun Baek, Lijiang Shen, Leonard N. Reid

Research output: Contribution to journalArticle

11 Scopus citations

Abstract

This experiment examined the interaction effects of message framing and counterfactual thinking on attitudes toward binge drinking and behavioral intentions. Data from a 2 (message framing: gain vs. loss) × 2 (counterfactual thinking priming: additive vs. subtractive) between-subjects factorial design showed that a gain-framed message resulted in lower binge drinking intentions than did a loss-framed message after subjects engaged in additive counterfactual thinking. The effects of a loss-framed message on binge drinking intentions occurred when subtractive counterfactual thinking was induced. Theoretical and practical implications for anti-binge drinking public service announcements are discussed.

Original languageEnglish (US)
Pages (from-to)442-458
Number of pages17
JournalJournal of Health Communication
Volume18
Issue number4
DOIs
StatePublished - Apr 1 2013

All Science Journal Classification (ASJC) codes

  • Health(social science)
  • Communication
  • Public Health, Environmental and Occupational Health
  • Library and Information Sciences

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