Fear appeals and binge drinking: a terror management theory perspective.
OBJECTIVE
The aim of the current research was to test the terror management theory-derived hypotheses that exposure to information about the mortality-related risks of binge drinking would make mortality salient (Study 1) and, hence, exacerbate willingness to binge drink amongst those who perceive this behaviour to benefit self-esteem (Study 2). STUDY 1: Participants (N=97) were allocated to one of five experimental conditions. Results confirmed that exposure to information about the mortality-related risks of binge drinking made mortality salient. STUDY 2: Participants (N=296) were allocated to one of three experimental conditions. Exposure to mortality-related information about the risks of binge drinking was found to result in greater willingness to binge drink among (i) binge drinkers and (ii) non-binge drinkers who perceived this behaviour to benefit self-esteem. There was no evidence, however, that exposure to such information influenced binge drinking over the following week.


CONCLUSIONS
Research findings suggest that mortality-related health promotion campaigns might inadvertently make mortality salient, and hence precipitate the very behaviours which they aim to deter among some recipients.
Jessop
Donna C
DC
Department of Psychology, University of Sussex, Falmer, UK. d.jessop@sussex.ac.uk
Wade
Jennifer
J
D000223:Adaptation, Psychological; D000293:Adolescent; D000328:Adult; D000368:Aged; D000428:Alcohol Drinking / Q000009:adverse effects / Q000401:mortality; D000435:Alcoholic Intoxication / Q000401:mortality / Q000523:psychology*; D001293:Attitude to Death; D003469:Culture; D003674:Defense Mechanisms; D005239:Fear; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D008875:Middle Aged; D012309:Risk-Taking; D012649:Self Concept; D055815:Young Adult