title: Effects of message framing in anti-binge drinking PSAs: the moderating role of counterfactual thinking.
abstract: This experiment examined the interaction effects of message framing and counterfactual thinking on attitudes toward binge drinking and behavioral intentions. Data from a 2 (message framing: gain vs. loss) × 2 (counterfactual thinking priming: additive vs. subtractive) between-subjects factorial design showed that a gain-framed message resulted in lower binge drinking intentions than did a loss-framed message after subjects engaged in additive counterfactual thinking. The effects of a loss-framed message on binge drinking intentions occurred when subtractive counterfactual thinking was induced. Theoretical and practical implications for anti-binge drinking public service announcements are discussed.
authors.affiliation: Department of Communication Studies, Indiana University-Southeast, New Albany, IN 47150, USA. tbaek@ius.edu
authors.forename: Tae Hyun
authors.initials: TH
authors.lastname: Baek
authors.forename: Lijiang
authors.initials: L
authors.lastname: Shen
authors.forename: Leonard N
authors.initials: LN
authors.lastname: Reid
mesh_terms: D001294:Attitude to Health; D063425:Binge Drinking / Q000517:prevention & control* / Q000523:psychology*; D005260:Female; D058015:Health Communication / Q000379:methods*; D006801:Humans; D033182:Intention; D008297:Male; D010565:Persuasive Communication; D013850:Thinking; D055815:Young Adult