The purpose of the study was to evaluate the impact of a fear appeal message on college students’ drinking behavior during a large campus event using Witte’s (1992a) Extended Parallel Process Model (EPPM). A survey was administered to a random sample of undergraduate members (ages 18-22) of 38 national fraternities and sororities (n=230). The response rate was 69.1%. Both perceived efficacy, r (164)=.63, p=.004 and perceived threat, r (165)=-.22, p < .01 were significantly correlated with drinking indicating that students adapted danger control methods and thereby accepted the fear appeal message. Results indicated that there was a significant difference between historical arrest records and the target year, z=1.34, p=.0287. Students may have drunk responsibly because there was no significant correlation between the amount of alcohol sold and the number of related arrests, r (17)=-. 32, p=.434. No significant relationship existed between either alcohol- related arrests, r (2)=.39, p=.606, or alcohol sales, r (2)=.44, p=. 556, and weekend temperature data. The results of this study have implications for use of fear appeal messages to promote responsible drinking among college students. Both efficacy and threat variables should be combined for maximum success in future campaigns.
Learning Objectives: At the conclusion of the session, the participant will be able to: 1) Understand the constructs of the Extended Parallel Process Model and it's relationship to college student alcohol consumption. 2)Identify ways to use a fear appeal message to reduce alcohol consumption among Greek college students. 3)Discuss needs for future interventions among Greek college students
Keywords: Alcohol Use, Communication
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.