Using Mixed Methods to Assess a Health Communication Intervention Designed to Reduce High-Risk Drinking

Theoretical Background and research questions/hypothesis: The aim of this investigation involved examining how college students interpreted alcohol abuse prevention messages based on drinking status and gender.

Methods:  Researchers employed a cross sectional mixed methods research design utilizing a convenience sample at a large public university in the Midwest. One hundred and thirty-nine participants completed an online survey, evaluating six different prevention messages. Participants used a traditional academic grading scale to assess the messages and then provided qualitative comments based on perceived effectiveness of the message.

Results:  Ten themes emerged from the qualitative analysis in order of prevalence including: real world application, liked message, not my experience, not believable, regret, dislike message, ambivalent, danger, technical (font, image, etc.), and relationship. Overall, male students and high-risk drinkers provided less favorable assessments of the prevention ads. More specifically, females commented that messages reflect real world scenarios, whereas males indicated that the messages did not apply to them and found the messages less believable.

Conclusions: When designing prevention messages for males extensive formative research needs will determine what represents a real life scenario to help ensure that the message is believable.  More education needs to be conducted with males highlighting the secondary effects of alcohol consumption.  Specific messages are needed for abstainers, social drinkers and high risk drinkers.

Implications for research and/or practice: Health communication campaigns targeting alcohol consumption are more likely to be effective when segmented by drinking status and gender.