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Intentions to Reduce Alcohol Use Following Brief Alcohol-Related Health Messages Among College Students
Susanna V Lopez1, Thad R Leffingwell2, Delaney S Dunn2
1Center for Indigenous Health Research and Policy, Oklahoma State University Center for Health Sciences, Tulsa, Oklahoma.
Journal of Studies on Alcohol and Drugs
|December 9, 2022
Summary
Messages warning of severe alcohol consequences best motivated college students to reduce drinking. This study highlights the impact of message content on intentions to change drinking behaviors.
Area of Science:
- Public Health
- Health Communication
- Behavioral Science
Background:
- Brief alcohol-related health messaging is effective in reducing risky drinking.
- Research is needed to guide the content of effective alcohol messages.
- Understanding audience perspectives on message content is crucial.
Purpose of the Study:
- To compare current drinkers' and nondrinkers' perspectives on four different alcohol-related messages.
- To assess the hypothetical impact of these messages on intentions to reduce drinking.
Main Methods:
- Undergraduates (286 current drinkers, 101 nondrinkers) viewed four video messages.
- Participants rated their likelihood to change drinking behaviors after each message.
- Messages varied in content: severe consequences, less severe consequences, drinking norms, and protective behavioral strategies.
Main Results:
- All messages were generally viewed positively by participants.
- Current drinkers showed significant differences in intentions to change drinking frequency and quantity based on message content.
- Messages detailing severe alcohol-related consequences led to higher intentions to reduce drinking compared to other message types.
Conclusions:
- Messages highlighting severe alcohol consequences may be most effective in increasing hypothetical intentions to reduce drinking quantity and frequency.
- Further research should investigate the longitudinal impact of such messages on actual drinking behaviors.
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