Citation

Ricciardelli LA, McCabe MP. Addict. Behav. 2008; 33(2): 366-372.

Affiliation

School of Psychology, Deakin University, Burwood Highway, Burwood, 3215, Victoria, Australia.

Copyright

(Copyright © 2008, Elsevier Publishing)

DOI

10.1016/j.addbeh.2007.09.016

PMID

18029103

Abstract

The present study examined students' understanding and perceived effectiveness of a recent Australian alcohol campaign designed to increase students' awareness of excessive and harmful drinking. Six hundred and seventy one university students (51% females), who had seen the campaign posters, with the tagline "Is Getting Pissed Getting Pathetic? (Just Ask You Friends)", were asked to comment on the messages that the campaign was communicating and how informative, relevant, and effective they perceived the campaign. Many students were positive in their evaluations and described the messages as "truth and realistic", "clear and to the point", and that the campaign made them think about their own drinking. However, other views were more negative and indicative of psychological reactance. These included concerns that students "won't listen" or "don't care" about media campaigns, and that "they don't what to be told what to do". The findings highlight how media campaigns can help an audience contemplate behavioral change, however, they can also alienate students and promote counterproductive attitudes.

Language: en