Evaluating a Fear Appeal Message to Reduce Alcohol Use among “Greeks”

Objective: To evaluate the impact of a fear appeal message on college students’ drinking behavior using the extended parallel process model. Method: A survey was administered to a random sample of undergraduates (n=224) in 38 national fraternal organizations. Results: Both perceived efficacy and perceived threat were significantly correlated with drinking behavior. There was a significant difference both in drinking behavior and attendance at alcohol-free events between those who heard and those who did not hear the message. Conclusions: Theoretically based fear appeal messages may be a useful way to promote responsible drinking among college students