Persuading college students to refrain from abusing energy drinks : a test of message framing, argument type, and cognitive load.

Within the past few years energy drink consumption has increased (Boyle & Castilleo, 2006) as well as mixing alcohol with energy drinks (Kapner, 2008). The current study examines the impact of persuasion (i.e., message framing and argument type) and cognitive load on susceptibility, perceived likelihood, and perceived benefit of energy drink and alcohol mixed with energy drink consumption, as well as healthy beverage selection. This experiment was a 2 message frame type (gain, loss) x 2 message argument type (one-sided, two-sided) x 2 cognitive load task (high, low) non-repeated measures design. When an analysis of covariance was utilized consumers of energy drinks chose energy drinks more often when given a two-sided argument compared to when they are given a one-sided argument, while abstainers of energy drinks are not persuaded by a one-sided or a two-sided argument type even when controlling for time since one last ate.

Name thesis:degree_name

M.A.

Level thesis:degree_level

Masters

Grantor

Baylor University.

Year dc:date.issued

2012

Author dc:creator

• Backer-Fulghum, Lindsey M.

Advisor dc:contributor.advisor

• Sanford, Keith Philip.

• Energy drinks.
• Message framing.
• Argument type.
• Cognitive load.

Statement dc:rights

• Baylor University works are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. Contact libraryquestions@baylor.edu for inquiries about permission.

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/2104/8496

OAI identifier oai:identifier

oai:baylor-ir.tdl.org:2104/8496