Messages That Motivate: Communicating Alcohol-Related Breast Cancer Risk to Young Adult Women

This is an online cross-sectional experimental study to examine the effects of features of social media messages in young adult women ages 18-25 who drink alcohol based on valid, self-report outcomes. Within the survey, participants will be randomized to view messages in one of nine conditions in a 3x3 factorial design with baseline alcohol consumption as a within-participants factor to test the effects of social media message features (content, persuasive themes) on participant responses. We will also compare the effects of message features for young women who drink within recommended limits (1 drink/day or less on average) and those who exceed recommended drinking limits.

• Risk Message (Behavioral): Risk message content
• Efficacy Message (Behavioral): Efficacy Message Content
• Industry Deception (Behavioral): Messages with information about alcohol industry deception
• YAW Susceptibility (Behavioral): Message content with information about why young adult women are susceptible to breast cancer risk from alcohol consumption
• Mechanisms (Behavioral): Message content with information about the mechanism by which alcohol contributes to increased breast cancer risk

Primary outcomes

• Message Perceptions [This assessment is administered immediately after participants view study messages on Day 1]: We will assess message perceptions using a valid, reliable measure with six questions about whether participants thought the messages were worth remembering, grabbed their attention, and were informative, powerful, convincing, and meaningful. Responses are on a five-point Likert scale from 1 (Strongly disagree) to 5 (Strongly agree). For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Higher values are considered a better outcome.
• Effect Perceptions [This assessment is administered immediately after participants view study messages on Day 1]: We will capture message effects perceptions using the abbreviated effects perceptions scale. Items include questions about how much the messages made them feel discouraged to drink alcohol, concerned about drinking alcohol, and made them feel that drinking alcohol is unpleasant on a scale from 1 (Strongly disagree) to 5 (Strongly agree). For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Higher values are considered a better outcome.
• Emotional Response [This assessment is administered immediately after participants view study messages on Day 1]: We will capture emotional responses to the messages using a valid, four item scale. Items are "This message made me angry; irritated; aggravated; and annoyed" with responses on a 5-point Likert scale from 1 (Not likely at all) to 5 (Extremely likely). For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Higher values are considered a better outcome.
• Counter-arguing [This assessment is administered immediately after participants view study messages on Day 1]: We will capture counter-arguing, a measure of whether participants cognitively refute messages, with a valid, three item scale that captures whether participants criticize messages, think of points that go against messages, and are skeptical of the messages. Responses are on a 5-point Likert scale ranging from 1 (Not at all) to 7 (Very much). For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Lower values are considered a better outcome.
• Behavioral Intentions [This assessment is administered immediately after participants view study messages on Day 1]: Intentions to reduce alcohol consumption in the future will also be assessed with a valid, multi-item scale capturing whether participants will avoid drinking alcohol completely, reduce the number of occasions when they drink alcohol, and reduce the amount of alcohol they consume on drinking occasions with a 1 (Definitely Will Not) to 4 (Definitely Will) response scale. For all message response outcomes, we will sum and average responses to the items to create message-level scores, then compute means across both messages within each condition for a grand mean. Higher values are considered a better outcome.

Sex: Female, ages: 18 Years to 25 Years, accepts healthy volunteers

Inclusion Criteria:

* Assigned female at birth
* Age 18-25
* Report drinking alcohol at least once in the past 30 days
* Registered in the United States as a member of the Prolific consumer research platform
* Willing and able to complete procedures in English

Exclusion Criteria:

* Assigned male at birth
* Ages <18 or >25
* Do not report drinking alcohol at least once in the past 30 days
* Not registered in the U.S. as a member of the Prolific consumer research platform
* Not willing or not able to complete procedures

• Darren Mays, MPH, PhD, Principal investigator, The Ohio State University Comprehensive Cancer Center

NIH grants: R01CA311193