@article{ref1,
title="Underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse messages: are humorous responsible drinking campaign messages effective?",
journal="Journal of health communication",
year="2013",
author="Lee, Moon J. and Chen, Yi-Chun Yvonnes",
volume="18",
number="3",
pages="354-368",
abstract="This study examined underage drinkers' responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse advertisements. The authors conducted a posttest-only control group experiment with 91 teenagers and college-aged participants. For underage moderate drinkers, the negative-restrictive slogans (e.g., &quot;Don't drink&quot;) increased participants' perceived risk of excessive drinking and increased a level of intention to change their drinking behavior. However, for underage binge drinkers, the negative-restrictive slogans lowered participants' risk perception of excessive drinking and intention to change their drinking behavior.<p /> <p>Language: en</p>",
language="en",
issn="1081-0730",
doi="10.1080/10810730.2012.727949",
url="http://dx.doi.org/10.1080/10810730.2012.727949"
}