Facebook Displays as Predictors of Binge Drinking: Introducing a Theory of Reason, Presentation, and Action

• In Event: ICA Plenary Interactive Paper/Poster Session and Reception
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

Researchers have long utilized concepts from the Theory of Reasoned Action (TRA) to predict health behaviors. The theory does not account for social media, which may influence or predict health behaviors. The purpose of this study was to test a model predicting binge drinking including Facebook alcohol displays and constructs from the TRA. Incoming college freshmen from two schools were interviewed prior to (T1) and one year into college (T2), their Facebook profiles were evaluated for displayed alcohol content. Structural equation modeling was used to evaluate direct and indirect paths predicting binge drinking. A total of 312 participants completed both interviews, participants were between ages of 18 and 19, 57% female and 75% White. Path analysis suggested that Facebook alcohol displays directly predict binge drinking at T2, while alcohol attitude both directly and indirectly predict binge drinking. A model of Reason, Presentation, and Action is proposed.

Authors

• Jonathan D'Angelo, University of Wisconsin Communication Arts

• Megan Moreno, U of Washington

• Bradley Kerr, Seattle Childrens Hospital