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    Messages that increase women’s intentions to abstain from alcohol during pregnancy: results from quantitative testing of advertising concepts

    213117_141485_1471-2458-14-30.pdf (937.0Kb)
    Access Status
    Open access
    Authors
    France, K.
    Donovan, Robert
    Bower, C.
    Elliott, E.
    Payne, J.
    D'antoine, H.
    Bartu, Anne
    Date
    2014
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    France, K. and Donovan, R. and Bower, C. and Elliott, E. and Payne, J. and D'antoine, H. and Bartu, A. 2014. Messages that increase women’s intentions to abstain from alcohol during pregnancy: results from quantitative testing of advertising concepts. BMC Public Health. 14: 30.
    Source Title
    BMC Public Health
    DOI
    10.1186/1471-2458-14-30
    Additional URLs
    http://www.biomedcentral.com/1471-2458/14/30
    ISSN
    1471-2458
    School
    Centre for Behavioural Research in Cancer Control
    Remarks

    This article is published under the Open Access publishing model and distributed under the terms of the Creative Commons Attribution License http://creativecommons.org/licenses/by/2.0/ Please refer to the licence to obtain terms for any further reuse or distribution of this work.

    URI
    http://hdl.handle.net/20.500.11937/14713
    Collection
    • Curtin Research Publications
    Abstract

    Background: Public awareness-raising campaigns targeting alcohol use during pregnancy are an important part of preventing prenatal alcohol exposure and Fetal Alcohol Spectrum Disorder. Despite this, there is little evidence on what specific elements contribute to campaign message effectiveness. This research evaluated three different advertising concepts addressing alcohol and pregnancy: a threat appeal, a positive appeal promoting a self-efficacy message, and a concept that combined the two appeals. The primary aim was to determine the effectiveness of these concepts in increasing women’s intentions to abstain from alcohol during pregnancy.Methods: Women of childbearing age and pregnant women residing in Perth, Western Australia participated in a computer-based questionnaire where they viewed either a control or one of the three experimental concepts. Following exposure, participants’ intentions to abstain from and reduce alcohol intake during pregnancy were measured. Other measures assessed included perceived main message, message diagnostics, and potential to promote defensive responses or unintended consequences.Results: The concepts containing a threat appeal were significantly more effective at increasing women’s intentions to abstain from alcohol during pregnancy than the self-efficacy message and the control. The concept that combined threat and self-efficacy is recommended for development as part of a mass-media campaign as it has good persuasive potential, provides a balance of positive and negative emotional responses, and is unlikely to result in defensive or unintended consequences.Conclusions: This study provides important insights into the components that enhance the persuasiveness and effectiveness of messages aimed at preventing prenatal alcohol exposure. The recommended concept has good potential for use in a future campaign aimed at promoting women’s intentions to abstain from alcohol during pregnancy

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