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

  • Kang Li
  • Nora Rifon
Part of the European Advertising Academy book series (EAA)


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, 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).


Binge Drinking Intervention Behavior High Involvement Excessive Drinking Loss Framing 
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Copyright information

© Springer Fachmedien Wiesbaden 2017

Authors and Affiliations

  1. 1.Michigan State University, USA, Room 309, CAS BuildingMichigan State University, USAEast Lansing, MIUSA
  2. 2.Michigan State University, USAEast Lansing, MIUSA

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