Less Keg Stands, Better Grades!

Anti-drinking messages has a positive effect on college students

(RxWiki News) College students have developed a bad habit of binge drinking to a dangerous level. Students are eager to take twenty one shots on their twenty first birthday and trying a keg stand which can, and has led many to the hospital, and at times even death.

Binge drinking among college students has become an epidemic. Many dollars have been spent by government agencies and non-profit organizations on anti-binge drinking campaigns, and yet the binge drinking continues. A new study suggests that these campaigns send a negative message and if they try sending a positive message, maybe this will make a difference.

"More then four drinks is considered binge drinking."

Joonghwa Lee, a doctoral candidate at the Missouri School of Journalism, determined that sending a positive message is more influential then a negative message. Positive messages shed light on outcomes of not binge drinking, and negative messages display the possible negative repercussions for binge drinking.

Positive messages display how one's grades and relationships will be better if they avoid alcohol. Negative messages portray students health problems and poor relationships as consequence of excessive alcohol intake.

For this study, researchers interviewed college students. They reported their main concerns of binge drinking were how it would affect their relationships, academic success, health, and control safety.

Students were then exposed to positive and negative anti-drinking messages. It was determined that the participants were strongly desired healthy relationships and therefore were more inclined to drink less. Positive messages held more among the participants.

Joonghwa Lee notes that young adults do not like threats, which attributes to the power of a positive message versus a negative message.

This new information will be pivotal for binge drinking marketing and most importantly the health and safety of college students. 

Review Date: 
June 2, 2011