Framing and dosage effects: use of protection motivation theory to examine efficacy of anti-cocaine visual messages

This article may be used for research, teaching, and private study purposes. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. The publisher does not give any warranty express or implied or make any representation that the contents will be complete or accurate or up to date. The accuracy of any instructions, formulae, and drug doses should be independently verified with primary sources. The publisher shall not be liable for any loss, actions, claims, proceedings, demand, or costs or damages whatsoever or howsoever caused arising directly or indirectly in connection with or arising out of the use of this material. This study examined the efficacy of visual anti-cocaine messages differing in framing and dosage on protection motivation theory constructs, particularly perceived severity, vulnerability, self-efficacy, response costs, and intention to stay away from cocaine. One hundred and sixty four (N ¼ 164) undergraduate students at a large northern university in the UK participated in the study and were randomly assigned to one of four anti-drug visual messages depicting consequences of cocaine use and differing in framing (before-after vs. after-only) and dosage (low-dose vs. high-dose). Results revealed that after-only framing was more efficacious than before-after framing for perceived severity and vulnerability, and the low-dose message was more efficacious than the high-dose message for self-efficacy. In addition, greater perceived severity and self-efficacy were significantly associated with greater intention to stay away from cocaine. Implications for designing visual drug preventions messages are discussed. Introduction Despite increased government initiatives to reduce drug use among young adults, the use of Class A drugs (most harmful of all drugs, such as Cocaine powder, Crack Cocaine, Ecstasy) remains widespread in England and Wales. Recent statistics on drug use for younger adults aged 16– 24 years in England and Wales document that although illicit drug use fell from 31.year olds reported the highest levels of drug use compared with all other age groups (Roe and Man 2006). Given the continued prevalence of Class A drugs among young people in the UK, successful strategies that prevent drug use among youth warrant attention. One strategy that has not received much attention in prevention literature, but is used frequently in the real world is the use of visuals. Whereas images can be used to illustrate the text message, it is a more frequent practice for text to be used to …