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Abstract
This study examined the efficacy of visual anti-cocaine messages differing in framing and dosage on protection motivation theory constructs, particularly perceived severity, vulnerability, self-efficacy, response costs, and intention to stay away from cocaine. One hundred and sixty four (N = 164) undergraduate students at a large northern university in the UK participated in the study and were randomly assigned to one of four anti-drug visual messages depicting consequences of cocaine use and differing in framing (before-after vs. after-only) and dosage (low-dose vs. high-dose). Results revealed that after-only framing was more efficacious than before-after framing for perceived severity and vulnerability, and the low-dose message was more efficacious than the high-dose message for self-efficacy. In addition, greater perceived severity and self-efficacy were significantly associated with greater intention to stay away from cocaine. Implications for designing visual drug preventions messages are discussed.