An Evaluation of Gain- and Loss-Frame Messages in Deterring Binge Drinking on College Campuses: A Test of the Mediating and Moderating Role of Psychological Reactance

Authors:

• Brian L. Quick (Univ of Illinois, Urbana-Champaign)
• Benjamin R. Bates (Ohio University)
• Jing Wang (Ohio University)

Abstract:

The present investigation sought to examine if gain-frame messages about binge drinking on college campuses were perceived as a threat to students' personal freedoms. Initial results suggested that gain-frame messages were negatively associated with a perceived threat to freedom. However, for high-trait reactant individuals and heavy drinkers, loss-frame messages were most effective. Results are discussed with an emphasis on the role of message framing and PRT in promoting responsible drinking on college campuses.