Effects of Message Framing in Anti–Binge Drinking PSAs: The Moderating Role of Counterfactual Thinking

Abstract

This experiment examined the interaction effects of message framing and counterfactual thinking on attitudes toward binge drinking and behavioral intentions. Data from a 2 (message framing: gain vs. loss) × 2 (counterfactual thinking priming: additive vs. subtractive) between-subjects factorial design showed that a gain-framed message resulted in lower binge drinking intentions than did a loss-framed message after subjects engaged in additive counterfactual thinking. The effects of a loss-framed message on binge drinking intentions occurred when subtractive counterfactual thinking was induced. Theoretical and practical implications for anti–binge drinking public service announcements are discussed.

Notes

¹Post hoc analyses were conducted to test the possibility of gender difference influencing our results by including gender as a covariate. Gender was not correlated with binge drinking intentions (r = .03, p = .71) and attitude toward binge drinking (r = .08, p = .24). Furthermore, no significant main effects or interactions were observed, confirming that gender differences did not confound our results.

Note. All means are based on scales with values ranging from 1 to 7; numbers in parentheses represent standard deviations.