Abstract
This study examined the potential role of binge drinking status in moderating the persuasive effects of narrative versus non-narrative pictorial warning labels (PWLs). In an online longitudinal experiment involving moderate and heavy drinkers, we found that the interaction between binge drinking status and PWL type was significant for intentions to reduce and stop drinking upon immediate PWL exposure (N = 649) and at two-week follow-up (N = 598). Among non-binge drinkers, narrative (vs. non-narrative) PWLs led to higher intentions to reduce drinking upon immediate exposure and higher intentions to stop drinking at two-week follow-up. Among binge drinkers, non-narrative (vs. narrative) PWLs resulted in higher intentions to stop drinking upon immediate exposure and at two-week follow-up. In addition, our results revealed that narrative PWLs increased behavioral intentions through heightening cognitive elaboration and retrospective reflection among non-binge drinkers, while non-narrative PWLs improved intentions only through enhancing retrospective reflection among binge drinkers. These results indicate that the effectiveness of narrative versus non-narrative PWLs depends on individuals' drinking habits.