Message Formats, Numeracy, Risk Perceptions of Alcohol-Attributable Cancer, and Intentions for Binge Drinking Among College Students

Abstract

We conducted an experiment to examine whether risk perceptions of alcohol-attributable cancer influence college students’ binge-drinking intention and to explore how message formats (text, table, and graph) and numeracy influence risk perceptions of alcohol-attributable cancer. We found that a majority of participants (87%) perceive some risks of alcohol-attributable cancer. Risk messages in tabular and graphic formats are more effective in elevating risk perceptions, but there is no significant difference between these two formats. Numeracy and its interaction with message formats, however, do not predict risk perceptions. We recommend risk messages should be delivered using tabular or graphic formats to enhance risk perceptions. We also advocate the less-is-more principle in presenting risk information.