title: Tackling student binge drinking: Pairing incongruent messages and measures reduces alcohol consumption.
abstract: OBJECTIVE
  Excessive alcohol consumption is a persistent problem in Northern European cultures. Across a 2-week period, we tested the effect of varying message frames, message types, and response measures, in reducing alcohol consumption.
  
  
  METHODS
  Three hundred and twenty-three respondents were allocated to a 2 (message frame: gain vs. loss) × 2 (message type: health vs. social) × 2 (response type: engaging vs. refraining) mixed design.
  
  
  METHODS
  Binge drinking and units consumed were measured at Time 1 and Time 2 (2 weeks later). Participants read (following Time 1) a gain- or loss-framed message on binging emphasizing either social or health consequences and answered engaging in or refraining from drinking attitude measures.
  
  
  RESULTS
  No main effects were identified. The key finding was that gain-framed messages, when used in conjunction with engage response measures (an incongruous pairing), were highly effective in reducing alcohol consumption 2 weeks later compared with the other message frame/response measure combinations.
  
  
  CONCLUSIONS
  We suggest that for prevention behaviours, gain-framed messages, when paired with engage response measures, initiate an inconsistency resolution process. Together, our findings emphasize the importance of message frame and response type when seeking to reduce alcohol consumption using persuasive health messages.
authors.affiliation: The Institute of Psychological Sciences, University of Leeds, UK.
authors.forename: Russell R C
authors.initials: RR
authors.lastname: Hutter
authors.affiliation: The Institute of Psychological Sciences, University of Leeds, UK.
authors.forename: Rebecca
authors.initials: R
authors.lastname: Lawton
authors.affiliation: The Institute of Psychological Sciences, University of Leeds, UK.
authors.forename: Elisah
authors.initials: E
authors.lastname: Pals
authors.affiliation: The Institute of Psychological Sciences, University of Leeds, UK.
authors.forename: Daryl B
authors.initials: DB
authors.lastname: O'Connor
authors.affiliation: Bradford Institute for Health Research, Bradford Royal Infirmary, UK.
authors.forename: Rosemary R C
authors.initials: RR
authors.lastname: McEachan
mesh_terms: D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking / Q000517:prevention & control* / Q000523:psychology; D000067292:Alcohol Drinking in College / Q000523:psychology*; D063425:Binge Drinking / Q000517:prevention & control* / Q000523:psychology; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D008875:Middle Aged; D013334:Students / Q000523:psychology*; D006113:United Kingdom; D055815:Young Adult
keywords: binge drinking; intervention; message framing