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Journal Article

Citation

Lee MJ. Health Commun. 2010; 25(8): 638-646.

Affiliation

Public Relations Department, College of Journalism and Communications, University of Florida.

Copyright

(Copyright © 2010, Informa Healthcare)

DOI

10.1080/10410236.2010.521908

PMID

21153979

Abstract

This study examined the effect of self-efficacy statements in humorous anti-alcohol abuse television advertisements on college students. A posttest only group design experiment was conducted with 124 college students. It was found that highly rebellious individuals who watched ads with a self-efficacy statement (i.e., "You Are in Control of the Situation") indicated lower alcohol expectancies, higher risk perceptions, and higher intentions to change their drinking behaviors than those in the non-self-efficacy condition. The findings suggest that health promotional messages should be tailored to rebellious college students, particularly those who are at risk, in a manner that not only gains their attention but also minimizes possible defensive reactions to the given messages. Humorous messages with self-efficacy statements could offer ways to communicate with rebellious college students regarding their drinking problems.


Language: en

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