Moderating Effects of Social Norms and Alcohol Consumption on Message Framing in Responsible Drinking Campaigns: Value from Deviance Regulation Theory

Sun-Young ParkCommunication Department, College of Liberal Arts, University of Massachusetts BostonCorrespondence[email protected]

Hyunsang SonDepartment of Journalism & Media Communication, College of Liberal Arts, Colorado State University

Jaejin LeeSchool of Communication, College of Communication & Information, Florida State University

Eun GoDepartment of Broadcasting & Journalism, College of Fine Arts & Communication, Western Illinois University

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Cynthia R. Morton, Naa Amponsah Dodoo, Jorge Villegas, Sophia Mueller & Hye Soo Chang. (2023) Advertising in the Times of COVID: A Tight-Loose Analysis of Pandemic-Related TV Commercials. Journal of Current Issues & Research in Advertising 44:2, pages 123-141.
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Heather M. Gray, Rhiannon C. Wiley, Pat M. Williams & Howard J. Shaffer. (2021) A Scoping Review of “Responsible Drinking” Interventions. Health Communication 36:2, pages 236-256.
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Tobias Reynolds-Tylus. (2020) An application of deviance regulation theory to organ donation promotion. Communication Research Reports 37:5, pages 223-233.
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Elizabeth Crisp Crawford, Emory Stephen Daniel, Muhabbat Yakubova & Ishan Kodagoda Peiris. (2020) Connecting without Connection: Using Social Media to Analyze Problematic Drinking Behavior among Mothers. Journal of Current Issues & Research in Advertising 41:2, pages 121-143.
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Sai Datta Mikkilineni, Gregory A. Cranmer, Erin Ash & Bryan E. Denham. (2023) Collegiate Student-Athletes as Health Advocates: The Role of Issue and Source Involvement in Students’ Information Processing about Binge Drinking. Communication & Sport, pages 216747952311530.
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Madeline G. Foster, Megan G. Weishaar, Mark A. Prince & Bradley T. Conner. (2021) Investigating sensation seeking as a predictor of false identification attainment and associated risks among a college student sample. Drug and Alcohol Dependence 228, pages 109094.
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Jordane Boudesseul, Oulmann Zerhouni & Laurent Bègue. (2021) How Risk Signaling Influences Binge Drinking Impression Formation: An Evolutionary Experimental Approach. International Journal of Environmental Research and Public Health 18:11, pages 5803.
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Bong Keun Jeong, Tom Yoon & Sarah S. Khan. (2020) Improving the Effectiveness of Anti-Piracy Educational Deterrence Efforts: The Role of Message Frame, Issue Involvement, Risk Perception, and Message Evidence on Perceived Message Effectiveness. Journal of Theoretical and Applied Electronic Commerce Research 16:3, pages 298-319.
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Moderating Effects of Social Norms and Alcohol Consumption on Message Framing in Responsible Drinking Campaigns: Value from Deviance Regulation Theory

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Moderating Effects of Social Norms and Alcohol Consumption on Message Framing in Responsible Drinking Campaigns: Value from Deviance Regulation Theory

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