AIMS: The current study examined college students' perceptions of loss framed and gain framed messages aimed at reducing binge drinking.
METHODS: Using focus groups (n = 3) consisting of undergraduates (n = 131), an iterative process was undertaken to ensure the acceptability and construct validity of loss framed and gain framed video messages. Both quantitative and qualitative data were collected.
RESULTS: Results across all focus groups demonstrated that each message condition possessed strong construct validity. Participants in focus Group 3 rated messages as moderately to highly acceptable and acceptability ratings across loss framed messages and gain framed messages were comparable.
CONCLUSIONS: These findings demonstrate the importance of focus group testing in the development of brief alcohol interventions among college students. Messages used in the currents study will be included in a video intervention aimed at reducing binge drinking among college students.
Medical Council on Alcohol and Oxford University Press 2019. This work is written by (a) US Government employee(s) and is in the public domain in the US.
Language: en
Keywords
binge drinking; focus group testing; message framing