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Full-Text Articles in Medicine and Health Sciences
The Effectiveness Of Gain- Versus Loss-Framed Advertisements To Minimize Hazardous Drinking Among University Students: A Test Of Regulatory Fit, Barlas Gunay
Electronic Thesis and Dissertation Repository
University binge drinking is a concern. Traditionally, social norms marketing campaigns have been employed. Regulatory focus theory – based on the premise that behavior is driven either by the motivation to maximize gains (promotion) or to minimize losses (prevention) – offers an alternative approach to crafting persuasive appeals in this population. This study investigated the effectiveness of gain-framed versus loss-framed advertisements in lowering drinking intentions in a university sample. It further explored whether the effects were moderated by regulatory focus – primed and dispositional – and trait reactance. Online surveys were completed by 208 Introductory Psychology students (51.7% female, mean …
Gender, Self-Esteem And Athleticism As They Predict Binge Drinking Behaviors Among College Students, Catherine O'Brien
Gender, Self-Esteem And Athleticism As They Predict Binge Drinking Behaviors Among College Students, Catherine O'Brien
Honors Theses
There is a plethora of research focusing on athleticism, self-esteem and alcohol consumption but few studies have aimed to find a connection between these three dimensions. While much of the previous research focused on just two of these dimensions, the present study aims to uncover how these dimensions influence and impact one another. Students from Union College participated in a survey-based study in which they were asked to complete three surveys, one for each dimension. These surveys were used to identify level of athleticism, self-esteem and binge drinking behaviors among athletes and non-athletes at Union College. Based on previous research …