The Influence of Warning Labels on The Risk Perception of University Students Towards Alcohol Abuse and the Subsequent Behaviour: A Case of Masinde Muliro University of Science and Technology
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Date
2018-03
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School of Communication, Daystar University
Abstract
This study focused on the influence of warning labels on the risk perceptions of university students towards excessive alcohol consumption and the subsequent behaviour in Masinde Muliro University of Science and Technology (MMUST). The objectives of the study were: to evaluate the effectiveness of warning labels placed on alcoholic drinks as a form of risk communication among MMUST students to assess the risk perceptions of MMUST students towards alcohol abuse and to find out the behaviour of MMUST students with regards to alcohol use. The study used the descriptive research design and applied the stratified random sampling technique in data collection. From a population of 2473 undergraduate students at MMUST, 247 filled questionnaires and eight more participated in a focus group discussion (FGD). Data was analysed using Statistical Package for Social Sciences (SPSS) version 23 and then presented using tables a. The findings of the study indicated that 99.6% of the sample had seen the labels and 88.8% accurately recalled and comprehended the risk messages. The results indicated that 70% of the sample felt at risk to health related consequences. The findings of the study further showed that the warning labels play a major role in influencing the risk perceptions of MMUST students, however, the students showed signs of optimism bias. The study concluded that risk communication through the use of warning labels was a powerful tool especially in the fight against excessive alcohol consumption. The study recommends that more focus should be put on use of warning labels to curb excessive alcohol consumption among university students.
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Keywords
Influence of, Warning Labels, Risk Perception, University Students, Alcohol Abuse, Behaviour, Masinde Muliro University of Science and Technology
Citation
China, Jedidah I. (2018). The Influence of Warning Labels on The Risk Perception of University Students Towards Alcohol Abuse and the Subsequent Behaviour: A Case of Masinde Muliro University of Science and Technology. School of Communication, Daystar University: Thesis