THEORIZING SUPPORTIVE MESSAGING FOR ALCOHOL-RELATED WITH A TEST OF THE COGNITIVE-EMOTIONAL THEORY OF ESTEEM SUPPORT MESSAGES
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Abstract
Social support helps students to cope with the harmful effects of regrettable alcohol-related consequences. Prior work on the Cognitive-Emotional Theory of Esteem Support Messages (CETESM) shows how messages provided to those facing esteem-threatening circumstances vary. The CETESM posits that messages differ in their content-focus (i.e. emotion- vs. problem-focused) and linguistic style (i.e. assertive vs. inductive). This study uses the CETESM to test a between-subjects factorial design where message content-focus and style are simultaneously varied to see which message features are strongest predictors of state self-esteem improvements, perceived behavioral control, and intentions to control drinking. The findings of the study indicate that emotion-focused (EF) messages are significantly more effective at eliciting state self-esteem improvements than problem-focused (PF) messages which are no more effective than messages with no EF/PF-content. Implications for theoretical development and the application of the findings are discussed.
Keywords: self-esteem, social support, regret, messages.