Influence of Norm-Based Messages on College Students’ Binge Drinking Intentions: Considering Norm Type, Regulatory Mode, and Level of Alcohol Consumption

Bo Yang, Xiaoli Nan

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

This study examined the influence of norm-based messages on U.S. college students’ binge drinking intentions, focusing on norm type, locomotion and assessment regulatory modes, and level of alcohol consumption as possible moderators. Results of an online experiment (N = 519) revealed significant three-way interactions among regulatory mode (assessment/locomotion), level of alcohol consumption, and norm type (i.e., descriptive vs. injunctive norms) on binge drinking intentions. The relative persuasiveness of descriptive vs. injunctive norm-based messages was contingent upon an individual’s locomotion/assessment regulatory mode and overall alcohol consumption level. Findings from this study extend research on social norms and regulatory mode and provide useful suggestions for the norm-based college drinking intervention.

Original languageEnglish (US)
Pages (from-to)1711-1720
Number of pages10
JournalHealth Communication
Volume34
Issue number14
DOIs
StatePublished - Dec 6 2019
Externally publishedYes

ASJC Scopus subject areas

  • Health(social science)
  • Communication

Fingerprint

Dive into the research topics of 'Influence of Norm-Based Messages on College Students’ Binge Drinking Intentions: Considering Norm Type, Regulatory Mode, and Level of Alcohol Consumption'. Together they form a unique fingerprint.

Cite this