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Message Formats, Numeracy, Risk Perceptions of Alcohol-Attributable Cancer, and Intentions for Binge Drinking Among
1Department of Communication Studies, Sam Houston State University, Huntsville, TX, USA cindychen@shsu.edu.
College students
Area of Science:
- Public Health
- Health Communication
- Behavioral Science
Background:
- Alcohol-attributable cancer poses a significant public health risk.
- Understanding college students' perceptions of these risks is crucial for intervention.
- Binge drinking among college students is a prevalent health concern.
Purpose of the Study:
- To investigate the impact of alcohol-attributable cancer risk perceptions on college students' binge-drinking intentions.
- To explore how different message formats (text, table, graph) influence these risk perceptions.
- To examine the role of numeracy in moderating the relationship between message format and risk perception.
Main Methods:
- Experimental design involving college student participants.
- Presentation of alcohol-attributable cancer risk information using text, tabular, and graphic formats.
- Measurement of participants' risk perceptions and numeracy levels.
Main Results:
- A significant majority (87%) of participants perceived some risk of alcohol-attributable cancer.
- Tabular and graphic message formats were more effective than text in increasing risk perceptions.
- No significant difference was found between tabular and graphic formats in enhancing risk perceptions.
- Numeracy and its interaction with message formats did not significantly predict risk perceptions.
Conclusions:
- Risk communication about alcohol-attributable cancer should utilize tabular or graphic formats for greater impact.
- The 'less-is-more' principle is recommended for presenting risk information effectively.
- Targeted communication strategies are needed to address college students' binge-drinking behaviors and cancer risk awareness.
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