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To support the free and open dissemination of research findings and information on alcoholism and alcohol-related problems. To encourage open access to peer-reviewed articles free for all to view.

For full versions of posted research articles readers are encouraged to email requests for "electronic reprints" (text file, PDF files, FAX copies) to the corresponding or lead author, who is highlighted in the posting.

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Thursday, June 2, 2011

News Release - College Students Respond Better to Positive Anti-Binge Drinking Messages



Binge drinking among college students has long been viewed as dangerous and destructive. Government and non-profit health organizations spend millions of dollars annually on public service announcements (PSAs) aimed at dissuading college students from hazardous drinking habits. These organizations primarily use “loss-framed”, or negative messages, to show the dangers of binge drinking. Now, University of Missouri researchers have found that “gain-framed”, or positive messages, are much more effective in convincing college students to abandon binge drinking.

Gain-framed messages portray positive reasons for avoiding risky behavior such as improved grades or more fulfilling relationships. Alternatively, loss-framed messages focus on negative consequences, such as failing school or suffering from health problems. Through in-depth interviews of college students, Joonghwa Lee, a doctoral candidate at the Missouri School of Journalism, identified four areas of interest for college students regarding the effects of binge drinking: relationships, academic success, health, and control safety.
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