Thesis
Responsible drinking messages via the Internet: strategies that could potentially induce an intended attitude change among college students
Washington State University
Master of Arts (MA), Washington State University
2007
Handle:
https://hdl.handle.net/2376/103765
Abstract
Using past literature on message framing, information processing, risk-taking tendencies, and persuasion, as its theoretical base, this study attempted to analyze what kinds of Internet-mediated responsible drinking messages are likely to predict message elaboration, acceptance, and attitude change among college students. Two strategies were tested, namely using fear and humor messages, and within those messages the study tested the use of direct and indirect referencing as a means of predicting message elaboration, acceptance, and attitude change. It was also hypothesized that college students' risk-taking tendencies, particularly disinhibition tendencies would influence these variables. For low disinhibitors it was found that fear messages rather than humor messages predicted greater message elaboration, acceptance, and attitude change. For high disinhibitors, it was found that humor as a strategy could perhaps predict message acceptance. Specifically, it was found that indirect-referenced humor messages predicted greater message acceptance than direct-referenced humor messages for high disinhibitors.
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Details
- Title
- Responsible drinking messages via the Internet
- Creators
- Nidhi Kirpal
- Contributors
- Moon J. Lee (Degree Supervisor)
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University; Pullman, Wash. :
- Identifiers
- 99900525194201842
- Language
- English
- Resource Type
- Thesis