Message Perception

Alcohol increases the risk for at least seven cancers, yet recent estimates suggest only between one-third and one-half of US adults are aware of this risk. The current study aims to develop and test alcohol-cancer messages designed for a mass media public health campaign. The messages will be informed by theory-based constructs proximal to health behavior change (e.g., perceived likelihood/severity of harm, response efficacy). We will evaluate messages via an online, cross-sectional message testing randomized experiment. Participants will be US adults aged 21+ recruited from Qualtrics Panels.

This is an online cross-sectional experimental survey study examining two cancer communication questions: 1) What features of social media messages communicating the breast cancer risks from alcohol consumption will motivate young adult women to drink less? and 2) Do message features differ in their persuasive effects based on young adult women's alcohol consumption behavior?