Risk communication aimed at curbing excessive alcohol consumption represents a major area of communications research, largely because of the negative consequences alcohol abuse holds for both individuals and society. According to the Centers for Disease Control and Prevention, excessive alcohol use constitutes a major public health crisis. In fact, heavy drinking (drinking more than two drinks per day on average for men or more than one drink per day on average for women) and binge drinking (drinking five or more drinks during a single occasion for men or four or more drinks during a single occasion for women) represent the third greatest lifestyle-related cause of death in the United States. Moreover, excessive alcohol use is also related to a host of societal ills, including motor ...

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