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Published on: August 12, 2016
Temporal context effects and energy drink consumption: the moderating role of behavioral status
1Department of Communication, Yonsei University, Seoul, Republic of Korea.
Objective:
This study investigated the factors that impact the effectiveness of energy drink-related health messages. Specifically, this study examined how behavioral status moderates the effects of the temporal contexts described in messages related to energy drink consumption.
Participants:
A total of 823 college students enrolled in a northeastern university participated in this study.
Methods:
A 2 (temporal context: proximate vs. distant) × 3 (behavioral status: non-initiator vs. former consumer vs. current consumer) experiment was conducted.
Results:
Proximate context messages were more effective for non-initiators and current consumers in influencing descriptive norms and attitudes respectively, whereas distant context messages were marginally more effective for former consumers in influencing descriptive norms.
Conclusion:
The findings contribute to health promotion research by advancing scholarly understanding of the various behavioral status-dependent psychological effects of temporal context. Moreover, the results have implications for designing effective health campaign messages targeted to college students.
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