title: Underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse messages: are humorous responsible drinking campaign messages effective?
abstract: This study examined underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse advertisements. The authors conducted a posttest-only control group experiment with 91 teenagers and college-aged participants. For underage moderate drinkers, the negative-restrictive slogans (e.g., "Don't drink") increased participants' perceived risk of excessive drinking and increased a level of intention to change their drinking behavior. However, for underage binge drinkers, the negative-restrictive slogans lowered participants' risk perception of excessive drinking and intention to change their drinking behavior.
authors.affiliation: College of Journalism and Mass Communications, University of Florida, Gainesville, FL 32605, USA. mlee@jou.ufl.edu
authors.forename: Moon J
authors.initials: MJ
authors.lastname: Lee
authors.forename: Yi-Chun Yvonnes
authors.initials: YC
authors.lastname: Chen
mesh_terms: D000293:Adolescent; D000428:Alcohol Drinking / Q000523:psychology; D000437:Alcoholism / Q000517:prevention & control*; D001294:Attitude to Health; D005260:Female; D058015:Health Communication / Q000379:methods*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D033182:Intention; D008297:Male; D015397:Program Evaluation; D018570:Risk Assessment; D014925:Wit and Humor as Topic; D055815:Young Adult