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The Effects of Message Framing and Reference Points of Public Service Announcements on Bystander Intervention in College Students’ Binge-Drinking

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Advances in Advertising Research (Vol. VII)

Part of the book series: European Advertising Academy ((EAA))

Abstract

Binge drinking, a serious social issue, refers to excessive drinking in a short period of time (i.e., five or more alcoholic beverages for men, and four or more for women, in about 2 hours) (Pilling and Brannon 2007, www.cdc.gov). A great deal of social harm and health problems are associated with binge drinking. Besides the diseases caused by excessive drinking (e.g., liver disease, neurological damage), it has been found that there is a high correlation between binge drinking and other risky acts such as drunk driving, unprotected or unplanned sexual activities, and marijuana use (Lee and Bichard 2006, Pilling and Brannon 2007).

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Authors and Affiliations

  1. Michigan State University, USA, Room 309, CAS Building, Michigan State University, USA, Wilson Road 404, 48824, East Lansing, MI, USA

    Kang Li

  2. Michigan State University, USA, East Lansing, MI, USA

    Nora Rifon

Authors
  1. Kang Li
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  2. Nora Rifon
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Correspondence to Kang Li .

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Editors and Affiliations

  1. School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides

  2. School of BEI, Birkbeck, University of London, London, United Kingdom

    Anastasia Stathopoulou

  3. Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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Li, K., Rifon, N. (2017). The Effects of Message Framing and Reference Points of Public Service Announcements on Bystander Intervention in College Students’ Binge-Drinking. In: Christodoulides, G., Stathopoulou, A., Eisend, M. (eds) Advances in Advertising Research (Vol. VII). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-15220-8_16

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