When are you scared the most? Effects of message personalisation and fear appeal on binge drinking youths in Singapore

• Main Authors: Ng, Cameron Hiang Liang, Huang, Sheryl Shumin, Tan, Adeline Kim Wen, Yip, En Sara-Jean
• Other Authors: Jung Younbo
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/44237
• Institution: Nanyang Technological University

Binge drinking, defined as the excessive consumption of alcohol over a short period of time, has become a prevalent concern in Singapore amongst youths aged 18 to 25. Negative consequences of such behaviour threaten the health and safety of these youth binge drinkers. Therefore, the purpose of this...