Message Format, Numeracy, Risk Perception of Alcohol-Attributable Cancer, and Intention for Binge Drinking Among College Students

• In Event: Risk Communication and Health

Abstract

This study examines the association between risk perception of alcohol-attributable cancer and intention for binge drinking among college students and explores the main effects of message formats (texts, table, and graph) and numeracy and their interaction effect on risk perception. Findings suggest that higher risk perception is associated with lower intention for binge drinking, and the association is marginally significant. Risk messages in both tabular and graphic formats are more effective in increasing risk perception than those in textual format, and that there is no significant difference between table and graph in terms of risk perception. Numeracy and its interaction with message formats do not predict risk perception. Findings are discussed in terms of theoretical and practical implications and potential strategies for risk-message design and implementation. The study extends health belief model to incorporate message-effect perspectives and argues that the risk communication practice should be guided by the less-is-more principle.

Authors

• Cindy Yixin Chen, University at Buffalo

• Zheng Janet Yang, State U of New York - Buffalo