title: Evaluating the effects of six alcohol-related message frames on emotions and intentions: The neglected role of disgust.
abstract: A total of 120 18- to 56-year-olds, divided into six groups containing equal numbers of men and women, were shown a textual message and associated photograph featuring alcohol-related behaviour. Subsequently, questions were answered about intentions to reduce consumption, to drink moderately and how positive and negative the messages made participants feel. Loss-framed messages, in particular those featuring health-related disgust, were the most effective for increasing intentions to reduce alcohol intake. In conclusion, studies have over-focused on fear-loss frames, neglecting the utility of disgust-loss frames in health messages. This study suggests that disgust-loss frames deserve equivalent attention.
authors: University of East London, UK.
authors: Natalie N
authors: NN
authors: Collymore
authors: University of East London, UK m.r.mcdermott@uel.ac.uk.
authors: Mark R
authors: MR
authors: McDermott
mesh_terms: D000293:Adolescent; D000328:Adult; D000428:Alcohol Drinking / Q000523:psychology*; D001288:Attention; D004644:Emotions; D005239:Fear; D005260:Female; D058015:Health Communication / Q000379:methods*; D006293:Health Promotion; D006801:Humans; D033182:Intention; D008297:Male; D008875:Middle Aged; D011795:Surveys and Questionnaires; D055815:Young Adult
keywords: alcohol; disgust; fear; framing; intentions