Psychology Commons^™

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 …