Producing More Persuasive Antiviolence Messages for College Students

Abstract

College students, between the ages of about 18 and 24, are the group of people who are most often exposed to situations involving diverse types of violence. They have greater access to alcohol and drugs and are under far less parental supervision than younger age groups; reports have shown that frequent involvement in several types of violent behaviors can seriously damage college students physically and psychologically. However, despite the high rate of violence among college students, there has not been enough discussion about how we can produce more effective antiviolence messages targeting college students. This research provides some useful insights into this issue by testing the possible effects of three antiviolence message conditions: gain/loss framing, different information sources, and negative/positive fact appeal. The results reveal that college students in this study find more appeal in antiviolence messages conveyed by a traditional public service announcement (PSA) than in a TV news report. The results also reveal that people pay more attention to messages that use negative fact appeal (e.g., “There are many people losing a lot of precious things because of their violent behaviors”) than to those that use positive fact appeal (e.g., “There are many people gaining a lot of precious things by avoiding violent behaviors”). An interaction effect between information sources and positive/negative fact appeal was also detected.