This study demonstrated that participants’attitudes were more
favorable toward the message discouraging binge drinking
when it was more personalized to the individual (either
the schema-matched or personalized behavioral feedback
appeal) as opposed to less personalized (either a generalized
social norms advertising appeal or a control appeal). Thus,
supportwasgainedforthetailoringframeworkthatsuggested
approaches utilizing more personalized messages would be
rated more favorably by students. In fact, participants eval-
uated the more personalized messages as being more inter-
esting, they thought the messages would be more effective in
the general student population, and they were more likely to
admit that the messages had affected their attitudes toward
drinkingresponsibly.Studentshaveapreferenceforthemore
personalized approaches to discouraging binge drinking