When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore
Binge drinking, defined as the excessive consumption of alcohol over a short period of time, has become a prevalent concern in Singapore amongst youths aged 18 to 25. Negative consequences of such behaviour threaten the health and safety of these youth binge drinkers. Therefore, the purpose of this...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2011
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/44237 |
| _version_ | 1811695997333536768 |
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| author | Ng, Cameron Hiang Liang Huang, Sheryl Shumin Tan, Adeline Kim Wen Yip, En Sara-Jean |
| author2 | Jung Younbo |
| author_facet | Jung Younbo Ng, Cameron Hiang Liang Huang, Sheryl Shumin Tan, Adeline Kim Wen Yip, En Sara-Jean |
| author_sort | Ng, Cameron Hiang Liang |
| collection | NTU |
| description | Binge drinking, defined as the excessive consumption of alcohol over a short period of time, has become a prevalent concern in Singapore amongst youths aged 18 to 25. Negative consequences of such behaviour threaten the health and safety of these youth binge drinkers.
Therefore, the purpose of this study is to investigate the effects of fear appeal and message personalisation on intention for developing responsible anti-binge drinking behaviour. To test our hypotheses, we conducted a 2 (fear: high vs. low) x 2 (personalisation: high vs. low)
experiment (n = 100) using video stimuli that manipulate the degrees of fear and personalisation for the message of anti-binge drinking. Results showed that the participants
who were exposed to the high fear message reported a higher level of fear arousal. In addition, participants who recognised their names and characteristics in the personalised condition were better able to identify themselves with the message, which resulted in a higher
level of fear arousal. In other words, those participants who saw their names in the high fear message showed the highest level of fear arousal among the four different conditions. Finally, fear arousal was positively associated with intention for developing responsible drinking behaviour. The result of a mediation analysis confirms the paths among the variables. This finding implies that when personalised fear is delivered to the target audience,
it is likely to make them scared the most, which can help them change their intention for any undesirable behaviour, particularly binge drinking behaviour in our study. |
| first_indexed | 2024-10-01T07:32:21Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/44237 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T07:32:21Z |
| publishDate | 2011 |
| record_format | dspace |
| spelling | ntu-10356/442372019-12-10T12:37:10Z When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore Ng, Cameron Hiang Liang Huang, Sheryl Shumin Tan, Adeline Kim Wen Yip, En Sara-Jean Jung Younbo Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication Binge drinking, defined as the excessive consumption of alcohol over a short period of time, has become a prevalent concern in Singapore amongst youths aged 18 to 25. Negative consequences of such behaviour threaten the health and safety of these youth binge drinkers. Therefore, the purpose of this study is to investigate the effects of fear appeal and message personalisation on intention for developing responsible anti-binge drinking behaviour. To test our hypotheses, we conducted a 2 (fear: high vs. low) x 2 (personalisation: high vs. low) experiment (n = 100) using video stimuli that manipulate the degrees of fear and personalisation for the message of anti-binge drinking. Results showed that the participants who were exposed to the high fear message reported a higher level of fear arousal. In addition, participants who recognised their names and characteristics in the personalised condition were better able to identify themselves with the message, which resulted in a higher level of fear arousal. In other words, those participants who saw their names in the high fear message showed the highest level of fear arousal among the four different conditions. Finally, fear arousal was positively associated with intention for developing responsible drinking behaviour. The result of a mediation analysis confirms the paths among the variables. This finding implies that when personalised fear is delivered to the target audience, it is likely to make them scared the most, which can help them change their intention for any undesirable behaviour, particularly binge drinking behaviour in our study. Bachelor of Communication Studies 2011-05-31T06:38:20Z 2011-05-31T06:38:20Z 2011 2011 Final Year Project (FYP) http://hdl.handle.net/10356/44237 en Nanyang Technological University 72 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication Ng, Cameron Hiang Liang Huang, Sheryl Shumin Tan, Adeline Kim Wen Yip, En Sara-Jean When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore |
| title | When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore |
| title_full | When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore |
| title_fullStr | When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore |
| title_full_unstemmed | When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore |
| title_short | When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore |
| title_sort | when are you scared the most effects of message personalisation and fear appeal on binge drinking youths in singapore |
| topic | DRNTU::Social sciences::Communication |
| url | http://hdl.handle.net/10356/44237 |
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