Abstract
Objective This study investigated the factors that impact the effectiveness of energy drink-related health messages. Specifically, this study examined how behavioral status moderates the effects of the temporal contexts described in messages related to energy drink consumption. Participants A total of 823 college students enrolled in a northeastern university participated in this study. Methods A 2 (temporal context: proximate vs. distant) × 3 (behavioral status: non-initiator vs. former consumer vs. current consumer) experiment was conducted. Results Proximate context messages were more effective for non-initiators and current consumers in influencing descriptive norms and attitudes respectively, whereas distant context messages were marginally more effective for former consumers in influencing descriptive norms. Conclusion The findings contribute to health promotion research by advancing scholarly understanding of the various behavioral status-dependent psychological effects of temporal context. Moreover, the results have implications for designing effective health campaign messages targeted to college students.
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