Underage Drinkers' Responses to Negative-Restrictive Versus Proactive-Nonrestrictive Slogans in Humorous Anti–Alcohol Abuse Messages: Are Humorous Responsible Drinking Campaign Messages Effective?

Abstract

This study examined underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti–alcohol abuse advertisements. The authors conducted a posttest-only control group experiment with 91 teenagers and college-aged participants. For underage moderate drinkers, the negative-restrictive slogans (e.g., “Don't drink”) increased participants' perceived risk of excessive drinking and increased a level of intention to change their drinking behavior. However, for underage binge drinkers, the negative-restrictive slogans lowered participants' risk perception of excessive drinking and intention to change their drinking behavior.

Acknowledgments

The authors express special thanks to Robin Sutherby, Edward. R. Murrow School of Communication, Washington State University, Pullman, Washington, USA. This project was funded by a grant from the Alcohol and Drug Abuse Program, Washington State University.